The Word "Narcissism & its form i.e narcissistic,etc) is now mainstream right lol?

Is it just me or after the Lebron James 1 hour special in which he announced to the world that he was going to the Heat, sports fan everywhere has been throwing around the word "narcissistic around a lot and some dont' even know what the word means. Has this word become the "word" of 2010 lmfao.