Ever hear of the "dead cat bounce?" Sad but that's what I suspect we're looking at here. Any sort of uptick, however fleeting or faint, can be read as a reversal of prolonged trend. With labs and film inventory decimated by a decade of decline, remaining business is funneled into surviving processors; still, it doesn't amount to much to celebrate. "Lomography" is a silly and cynical effort to "brand" film photography and sell over-priced toy cameras. Having talked to a few of the delusional who think 120 film only works in Holgas and Dianas, I'd say the scheme works.