This week it seems to be filtering into the market's consciousness.
From the Wall Street Journal:
A broad-based stock rally gathered momentum at midday Monday as the busiest week of profit announcements yet in the third-quarter reporting season got underway.
The Dow Jones Industrial Average was recently up 101 points, or 1%, at 10096.42, less than five points from its intraday high. The blue-chip measure was helped by a 2.9% rise in component Caterpillar, which is due to report Tuesday. The technology-oriented Nasdaq Composite Index was up 0.9%, with many traders awaiting a report due after the bell from its component Apple. The computer maker recently rose 0.2%....MORE