On the flip side of my very positive Millionaire experience are three things that suggest that the folks behind the show may want to ratchet up the publicity a bit:

1. I've run into a number of people who still think Regis is the host.
2. Even more people think that you still have to do the fastest finger.
3. Most can't place the time and channel on which it's shown (12:30, WCVB-5 for you in the Boston area).

I imagine problem 3 is the main contributor to the other two problems, especially as most folks are working or doing something other than watching TV at 12:30 in the afternoon. The UPN affiliate had it last year and aired it at 5:30, which worked out well.