I think this will happen when it occurs to people that design is not limit to aesthetics. A great many people trivialize the Web Standards movement in assuming it is an anti Microsoft movement, or limited to making sites accessible to the disabled. Both of these ends have merit though, as a “designer” to whom aesthetic weighs heavily in my work, Web Standards made perfect sense. When reminded that the “purpose” of any publishing medium is to disseminate information it follows that the information should be well organized, accessible to as many people as possible, and attractive for those of us inclined to place value in this.