I rather think that the Pipe Band of the Royal Scots Dragoon Guards had a lot to do with it by have a hit record with it in the 70's. As a piper, personally, I hate playing it but am always being asked to play it. Its boring to play and I think it sounds crappy BUT people identify with it for some reason and they like it - possibly because its the only pipe tune that they've ever heard. There are a lot more tunes that are more evocitive and emotional - e.g. Highland Cathederal, Flowers of the Forest _ I guess we'll only hear an end to Amazing Grace when some one has a hit with a different tune (Mull of Bloody Kintire is another pet hate)