This is a huge developing story in my opinion. I talk to a crapload of parents of young kids thru a number of things, but more often than not, the parents say at a minimum they HOPE they do not play football, and many say they WILL NOT play football. And most of these people are the typical Central Ohio Football loving crazies. I don't care to debate whether or not that position as a parent is justified, but it is growing to be hugely prominent. And over time, I think it is going to significantly hurt the game.
And don't keep waiting on the great big helmet break-thru. You can wrap an egg (head) in as much state of the art padding as possible, but if you bang it, the yolk (brain) is going to shake no matter what kind of protection you put on it.