lol, I can assure you that the pizza-fast food thing have soon overtaken this country too. Not many eat fish daily or even weekly. I had the sardines at my job, and my collegues wrinkled their noses, all of them.
The good thing about sardines is that one get a good portion of skin, bone, liver etc. Whole food + the fact that they dont have that much mercury as they are short lived compared to Tuna,for instance.