I think tailgating would catch on more (even without the beer). If I could go to LES at 8-9am with my dad, brother, and some friends and spend the entire day grilling, watching football, and maybe playing some two hand touch - I'd much rather be there than at home mowing the lawn.
I saw a few people with really nice trailers last year, probably CBers. One had panels that lifted up on the sides to reveal a flat screen on each side with games on. And a built in grill that they were cooking on. They setup chairs around the trailer and just hung out, and lots of people stopped by to check on scores, and just talk. I think it's just a way to extend the game day experience and squeeze a little more football out of the season.