As a fairly new-to-cycling guy, I wouldn't want to speak about any cycling-fashion time periods beyond what i've experienced firsthand. that being said, seems like brooks have been really popular for at least 6 years, probably more. i think that the interweb has a lot to do with this, as well as a lot of people actually liking the leather, plus the fact that brooks are made in england, but many competitors make their saddles in sweatshops. whatever, i like my wtb rocket v's, but i'm not really proud of them. my next bike'll likely have a team pro. i don't know if it's healthy to be proud of something you use for your @$$, but i'll feel better knowing that the brooks'll have been made by people getting a better wage, and that it's made of more cow and less petroleum.

just my $.02
-rob