I honestly don't know; it's interesting that in Europe, the same culture - certainly present in the nineteenth century - has atrophied very quickly after WWII.

I'm not sure how to explain that; urbanization? The expansion of the welfare state? Faith in the EU as the promise of enduring peace and prosperity? It happened in most of the Soviet Bloc countries, too, so perhaps the welfare state aspect is key.

In the US, my first guess is that it might have been kept alive, even in suburban and urban communities, because of the exposure to the Cold War paranoia, school drills, and so on. "The Russkies" and the specter of the nuclear apocalypse left an ominous mark on the American psyche.

But you are right, the desire to capitalize on the phenomenon might have played a role, too. On the flip side, Europe is not a very different market; the buyers are a bit more smug and you can't sell guns, but that's about it - so why aren't we seeing more of the "new" prepper culture cropping up on the other side of the pond?