The New Adult Genre...is it catching on?

There's a new genre in fiction called the New Adult.  The characters are young people, primarily between 18-23, often college students. 

For the younger reader who is transitioning between YA fiction and general fiction, NA is something new marketed just for you! Publishing houses, including Harper Collins, St. Martin's Press and Random House are actively soliciting manuscripts in this genre. "Easy" by Tammara Webber is one of several about to/recently hit book stores shelves.  It easily falls into this New Adult category.  

The type of book you are likely to see on the New Adult shelves, with perhaps a few exceptions, are about college age young people, on their own, sexually liberal and with very little parental contact.  Hmmm.....sounds like the college rumours have become "literal." Certainly this will find appeal with a certain age group, the young adult out of high school or a senior in high school who desires to explore the adult world from the safe vantage point of the written word.  

I recall growing up and there was nothing to bridge the reading gap between children's literature and adult.  Many of my classmates took up reading romances like Harlequins while I took to reading horrors like Stephen King and The Three Faces of Eve.  Recently Young Adult fiction has served the purpose as a transition media.  Fairly often this young reader continues reading YA well into their 20's and beyond, in some cases, or "graduates" to general fiction or other genres.  There was very little to offer in between YA and adult fiction.  Now New Adult looks to bridge that gap.

Personally, I am well beyond the New Adult and YA in years and interest.  So I am asking you, will you make a special effort to find New Adult fiction?  If you have already discovered it, what is your opinion thus far?