I believe Father's are more into the lives of children today than ever before in my life time.  Father's know more about their children.  Fathers do more things for and with their children.  That said.  I believe Father's day could become extinct if it doesn't produce hugh revenue for the merchants.  If there is not enough revenue, there is no money to sponsors in the media, which results in little or no advertising.  Therefore masses recognizing Father's and not spending enough money will result in the holiday not receiving media recognition.  And we all know, if the media is not on board, for good or bad, Father's day "the Holiday" could become extinct!