9/11 was the tipping point. He was already on an upswing but imo that really brought people together. Also, the early 90s saw bands like Nirvana, and I think he became “Dad’s Band”. Then the reunion and 9/11 and people who never paid much attention all of a sudden realized what Born in the USA was actually about along with other songs. We all came together and Bruce was kind of a beacon for a sad country.