Rob,
Firstly, the new EJB 3.0 JPA uses "entities". In EJB 2.1 and older specs "entity beans" referred to the components that had transactions, security and container overhead, etc. JPA entities have none of these things but are a completely different breed from the old entity bean.
I see people all over the place already recognizing the new world of JPA and seeing the benefits of using standardized POJO persistence. It may take more time to reach some of the people in the dark nethermost regions of IT, but those people have to come up for air at some point. When they do, the light will shine all over them and they will need shades to even try avoiding it