We seem to be heading in the right direction. The danger is that we keep talking to one another rather than evangelizing to a broader community.
Hackos, JoAnn T. Center for Information-Development Management (2005). Articles>Documentation>Standards>DITA
Makes the case for DITA and provides a compare-and-contrast of DITA and DocBook.
Dumbill, Edd. Intercom (2006). Articles>Documentation>Standards>DITA
Planning for DITA Success Part Two: How to Deploy DITA, Step-By-Step 
This paper, the second of a series, closes the loop by examining implementation issues from a technical perspective. It explores best practices within the five key steps of a successful transition.
Manning, Steve. Rockley Group, The (2007). Articles>Documentation>Standards>DITA
What Managers Need to Know About DITA 
Product documentation is expensive--often, much more expensive than it needs to be. With DITA promising savings of 50% in product documentation preparation costs, and 80% in translation costs, managers need to know what DITA is and if it can work for their organization. This white paper distills the information that managers need to know about DITA.
Reichman, Katriel. Method M (2007). Articles>Documentation>Standards>DITA
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