I think Josh is speaking from experience in that we are both members of the New England Browncoats of which there are close to 500 members, monthly meetings, group vacations, the whole bit. When Serenity RPG came out, many used it to game for the very first time. There is a small group of gamers in the group, but many more played Serenity and now equate that with what an RPG is.
But, regardless, I'm gathering notes to prepare a detailed review.