An example of the prevalence of geek culture:
I was in a Firehouse subs (love them!) the other day, waiting on my order. They had ESPN on the telly. When ESPN (I don't remember the specific show that was on) started to go to break they put up a bunch of artist renditions of different athletes as superheroes. Then they did something I don't think I would ever have thought possible on ESPN: they went to a floor shot of Comic Con. Comic Con on ESPN. Incredible.
I think, nowadays, if you went into just about any high school in America and asked any kid there who their favorite superhero was, they would have an answer. It wouldn't matter the click; jocks, nerds, soc's, goths, any and everyone of them would likely be able to immediately tell you who's their favorite superhero. Back in my HS days, most of them would have: A) laughed at you, B) look at you like you were diseased/crazy, C) punched* you in the face, or D) All of the above, if you asked them that question. Love this time.
*And probably taken your lunch money.