The new buzz word~

Have you all noticed that all the new commercials on the radio and tv seem to include the word "FRUGAL"? We were cool before we knew it! I have seen advertisement for everything from a stainless steel backsplash to vacation homes that use the word "frugal" in them. Yesterday on the news there was a story about bartering to get better prices. My husband has ALWAYS done that. We have lived the "frugal life" for so long we don't know any other way. It seems like so many others are just getting on the wagon, but I suspect they will get right back off as soon as the economy turns around.