Doesn't it already? Well presumably it depends on the level of exposure to the "awesome" cluster of tropes. I think comics are the ground zero of the trend, and what passes for tastemakers in that medium are pretty down on that cluster - if you describe a Grant Morrison or Tsutomu Nihei piece as awesome they'll say they see where you are coming from, but it's a good comic too! To dismiss a work as "awesome" is to suggest it's written for the blurb. Relevant