Semantic web
People are starting to care but the "adoption rate" is so low because, as you said, people don't understand it. I still struggle with the subject. Not the underlying concepts, but the picture as a whole.
From an "insider's perspective" I can say with confidence that what we hope the Semantic Web will bring us is going to come about. I just personally no longer believe in "well, here is the old Web, and then here's the day we switch on the Semantic Web. See the difference?"
As soon as a technology translates into an edge on the web, it'll get implemented. This fixes the monetary motivation problem, and forces people to solve the other two :)