I also think the methods of detecting all cancers have improved so much, that they are obviously 'finding' more ..... and the awareness to get checked asap if anything (pain/lumps/bumps) present themselves for longer than a week or two .... unless it is blood in the stool or elsewhere - in which case, get checked NOW!
I reckon most of my friends & their extended friends would know of someone currently with cancer - Many have had a close member of the family with it ....
Most have or will be touched by it eventually. :(