Yes, that's the good side, but they still have to discover that there is more than just the TDF and Lance. Maybe that'll happen, thanks to the internet. People can listen to races on audio, if they can't watch them on tv.
Our local newspaper, in which sports coverage is generally aimed at tubby, middle aged spectators, is actually running daily articles about the TDF, with photos and analysis. In recent years it was just the results. They don't do this much with the Giro or Vuelta, admittedly. And even when there are big MTB races they barely give it a paragraph, like when Roland Green won the Canadian champs this weekend. But they are gradually waking up to the fact that cycling is a sport like any other, it has fans as devoted as any other fans, and that cyclists are really athletes, not just skinny guys with shaved legs!
You can catch more flies with honey than with vinegar. That's great...if you want to attract vermin.