Doesn't it already? Presumably it depends on the level of exposure to the "awesome" cluster of tropes, but I think comics are the ground zero of the trend and the backlash is well underway. What passes for tastemakers in that medium are pretty down on the 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! And to dismiss a work as "awesome" is to suggest it's written for the blurb. Relevant