Conscious how? An elitist dish (which at least to me smells like bleach) might become more available to everyone?
I like some uses of truffles, truffled proscuitto cotto is wonderful, especially with some crusty bread and a blue cheese like a gorgonzola... drool. Others less so.
Not that it would surprise me if they flavour it all with that first and then put minimal shavings on top...
They might become less available.