It was The Light plus the combination of MCA's rather agressive marketing campaign. Also, for the first time at Wherehouse in Memphis, Common had a CD that was on sale(indicating popularity and a strong seller).
And, it seems as though another conscious cycle is slowly creeping back in (Lauryn, The Roots, Erykah, D, De La, Dead Prez,etc).

"You're here, I'm pleased" Jilly from Philly