I was in the supermarket yesterday, they had Brooklyn Brewery IPA kits for sale in the beer section. $39.99 bought you a 1 gallon carboy, airlock, capper, caps, sugar, and an extract IPA kit.
I think the huge growth of the NHC (competition and conference) as well as increasingly fast sellout times is all the demonstration you need.
I've seen those kits carried at William Sonoma (not my normal place to go for the record, odd circumstances for me being in there). Unless I'm thinking of something different, I was under the impression they were BIAB all-grain, not extract kits. But I'm happy to see more people take the plunge in any case.