Most of the interesting projects will never be posted online. You are seeing mostly beginners excited to get into hardware and posting what they do.
Arduino is "the next big thing" mainly because of the community that's sprung up around it: tons of libraries (of varying quality...), lots of cheap hardware and online resources make it easy to get started and continue past the beginner stage. Previous attempts (BASIC Stamp, etc) never made it to remotely this level of popularity.
e.g., I'm an experienced electrical/firmware engineer and I do Arduino prototype consulting on the side.
One of my recent projects was a downhole scanner for measuring well diameter. I also have a set of ongoing automation projects that are specific to a particular customer in the entertainment industry. Arduino turns out to be perfect for this kind of work.
This is the CRUD work of the Arduino world: basic automation that's not exciting or even difficult, but fills a real need.