Because Donnie Darko wasn't a big hollywood blockbuster it has been bubbling away gathering popularity by word of mouth for the past 18 months or so in this country.....I have been enjoying the song and film now for well over a year but the general public are growing more and more apathetic towards searching out new stuff and are getting more lazy, needing the blaze of publicity generated around most new hollywood tripe (and most new rubbish pop acts as well) to find out about anything.