/jp/ - Otaku Culture

Three families in one picture.

So /jp/, I was just recently thinking about Touhou on a larger scale. It has been growing in popularity at a rapid pace, more and more doujins and spinoffs at every comiket, it has its very own convention, and thousands of remix tracks produced as a near sub-genre of music. Is Touhou a phenomenon yet? Will it be soon?
Booru sites are often 10% Touhou content. Gelbooru and Danbooru are 10% or more Touhou tagged images -alone.- You see Touhou oriented communities springing up everywhere turning completely unrelated material into Touhou, from that Travian hijack months ago to all of the Touhous you see in Elona threads and on their forums. One Elona forum thread had someone say roughly "Oh hey, Touhou people. You guys are everywhere, but you're generally pretty cool." It is almost an internet ethnicity.
Touhou memes are even spilling out into other areas, with Yukkuri heads appearing in more and more examples of the anime/gaming world. I remember one company, Atlus I think, using Yukkuri heads to advertise their game.
I don't quite know how much name recognition Touhou has in Japan, but it has to be rivaling that of many lesser gaming franchises. There are thousands of doujins, and more than enough touhou keychains to go around.
And this is all the work of a single alcoholic. Just how many millions of dollars do you think the Touhou franchise and brand is worth?
Will it grow forever?