There is no doubt in my mind that as more and more well-known brands use QR Codes in their marketing efforts, awareness and adoption rates will increase.
The same also applies to the coverage they receive in the media.
The New York Times published an article about 2D Barcodes on October 26th 2010. It a very good read! It also includes examples of how QR Codes are being used at a train station in New York.