The business is growing up a bit. It's hard to put a finger on exactly but I can't recall a time in recent memory where there were as many closet wrestling fans coming out. It seems cliche but I wonder if Twitter, Facebook and social media has made people more accepting of professional wrestling and has brought people back in. Instead of hiding out and watching by yourself, you know have millions of fans at any given night watching right there with you.
It's also broken the wall of "YOU KNOW THATS FAKE RIGHT?!" we have entire generation that's well aware (most times) what's fake and what's real and doesn't care. Shit, reality TV is the farthest thing from reality but people still suspend their disbelief to get lost in some hillrods jumping on gators in a swamp.
Doing the website alone I've been connected with hundreds of people I didn't even know were wrestling fans or had subtle hints about that are huge fans. This past weekend rappers were flooding websites with wrestler theme remixes, wrestler tribute songs, etc.
Also as Kevin mentioned, mainstream publications have covered it much better as well. Deadspin did some basic work and eventually The Masked Man moved over to Grantland (he's largely the inspiration for VOW) where he's doing great work looking very deeply at the WWE. By that same token, yeah, ESPN covers it with power rankings now too.
Also iPPV has helped out a ton. I have some personal wrestling fan friends that have recently come up and wanted to chat Ring of Honor with me. 5-6 years ago when I was watching it? Not a chance. They weren't interested at all, but they were able to sample a show or two via iPPV or via some YouTube video and now they are hooked.