Raj Singh is working hard on WFS Simple, but I think it is still going to miss the "mass market" boat by a few steps.
We're only just beginning to see RPC-style services fall out of favor. Web architects and developers are more and more interested in RESTful APIs like the Atom Publishing Protocol than they are in SOAP lite. The OSM API, the OSGeo Tile Map Service, and MetaCarta's FeatureServer are only some of the first functional examples of the RESTful, web-friendly, geo services of the future. This is where we're headed. Eventually, WxS will be used almost solely for interoperation with legacy GIS applications.
By the way, I also still think the "mass market" term smacks too much of GIS elitism and exceptionalism. The geospatial industry and communities have a lot to learn from the Web and IT.