There are lots of good ideas in this thread. Regardless of what we call it, something has changed since around 2008 when CSI and 24 took Stern to the brink of closing down the production line. I live in a small neighborhood in the burbs of Tampa and of the 15 or so people I know in our subdivision, 3 of them besides me had pins when I met them through our HOA. We're all middle class, early 40s to early 50s in age and surprisingly, none of us have children. I don't know what the common denominator is, but I bought my first pin back in 2008 and up to that time had never met anyone who had a pin at home.