A thought about GURPS

As you might now, soem people have tried to assemble lists of what kind of games are "old school" or not. I have no idea if GURPS ever was on one of those lists, but it was mentioned in the comments on Grognardia (you know the way there, right?) and it got me thinking.

Steve Jackson have, for a few years now, posted a "Stakeholder's Report". In this he keeps us all in the loop of what's going on at SJG HQ. Steve is indeed a very interesting fellow in this business. Anyway. One thing that has become clear is how utterly dependant SJG is on Munchkin, and how totally insignificant GURPS have become. I am, after all, primarily a rpg player and am thus mosre interested in the GURPS part of that equation.

Why on earth have GURPS shrunken so in the market place?

What are all the former GURPS fans playing today? GURPS 3rd ed. still, and buying nothing new for the shiny 4th ed.?

Frankly, it puzzles me.

Anyone have a theory?