i think you're underestimating skiing's coolness. i mean, these people that apparently think 'snowboarding is cool, skiing is lame', don't really participate in either to the point of obsession (like most of the people on this site and "living the life").
Why do they think that way if they don't actually have a personal opinion on the matter? The mass's are easily persuaded into thinking a certain way, I mean, has any mass produced 'pop' music in the past 10 years been any good? And yet, that shit's always on top of the charts...
My point is: it doesn't matter how many people ski to decide how "cool" the sport is, you just need some high up people in society to get on the train and the people will think it's cool, 'cause it's what they see.