There is no doubt that engineers are mastering pop music "louder" now than in decades past, but it's too easy to jump to the usual conclusions of there being some kind of Volume Arms Race, with each successive album attempting to be louder than the others surrounding it.
There's a hard limit of 0dB that digital recordings can reach before digital distortion, and it's not like professional audio engineers are trying to push the envelope there, curious to see what happens.
The real reason pop music (and we're only talking about pop music) is mastered so loud these days has much more to do with the general trendinesses of pop music than some kind of unscientific and unjustified commercialism.
In other words...
In 2009 Kanye West is a popular musician. When asked why they like Kanye West's music, people often say things like "it's got a good beat to it," or "I like dancing to it." People think Kanye West's music has a good beat because of the overall mid-scooped equalization of the track, and the effect of compressed and "loud" mixes coming out of large speakers. It makes people want to dance, and the dancing makes them happy.
But, when they get home from the club, exhausted and tired of being on their feet all day, they put on a relaxing Sufjan Stevens (or whatever the kids are listening to these days) album. The mastering is far lower in perceived volume, and the same person who was dancing to Kanye West because it "had a good beat" is now saying how much Sufjan Stevens lets him "mellow out."
Think of the difference between top-selling pop music today versus 20 years ago. I think that alone does a better job justifying common engineering practices than conspiracy theories of being the loudest song on the jukebox, or on a radio segment or whatever. Especially considering that there's a volume ceiling that is already being reached.