"He found the word taps into nonconformity and a new American image of leisurely success."

At one time, not so long ago, a "dude" was a pejorative term describing city folk who visited "dude ranches" where they could ride horses and act like cowboys.

My guess is that "dude ranches" aren't called "dude ranches" any more [except by real cowboys].

This trend, so persuasively documented by Kiesling, will probably give birth to its own anthem, "Hey, Dude", but it is unlikely to bring the name "Dudley" back into favor.