The problems with the "Next big thing" argument is multifaceted. Puckett likens the World Cup phenomenon with Olympic hockey and he has a point, except that not only is the NHL indeed the best league, it also resides in North America. Fans with means have a deep attachment to their local teams because 1) they've been there for 75 years, and the game is played locally at the highest skill level.
The MLS has been in operation for just under 20 years and when the best players disperse back to their club teams after the World Cup is done, those teams are in Europe and South America. The best players in the world do not end up in North America because the best league in the World is not the MLS. Case in point, Kyle Beckerman has been an MLS All-Star for 7 years running and at 32 Y.O., this is his first World Cup. The inference is not hard to pick up. David Beckham only came to the MLS after he gave his best game to Manchester United and Real Madrid. Americans like to watch the best and think they deserve it.
The article that Conehead linked refers to timing of games and he is absolutely correct. If you ask a baseball fan what time they would typically tune in, they would say 7:00 on weeknights and 1:00 on the weekends. Football? Sunday 1:00, 4:00 or 8:30 and Monday - 9:00. Basketball? 7:00, Hockey? 7:00. College Football? Saturdays at 12:00 or 3:30. Maybe a primetime game at 7:30. The MLS seems to be quite haphazard, to be sure.
The MLS and EPL maybe on the ticker but the talking heads don't cover it. I'm a fan of all teams Boston and New England (except for football. I follow the Pats, but my favorite team has been the Redskins since I was 6), so naturally I listen to WEEI...and because it comes in perfectly on my 40 minute commute to work in SE CT. The Morning Show (which is grating at times to begin with), mocks soccer and their fans. The rest of the "personalities" talk about the World Cup, but you can tell what their knowledge level is and they barely give the Revolution a passing comment. It's the same with Francesa. He doesn't have the first clue about soccer, so it is barely covered on The FAN (I digress, but I don't know how you New York fans deal with him. The Fat Man is insufferable.). Incidentally, I had the same experience with College basketball during tourney time. As with almost anything else, what is not understood is mocked.
No, the connection should not be made from the World Cup every 4 years to MLS or even the EPL. There's a missing step in there. The Connection should be from the World Cup to World Cup qualifying, international friendlies, and other Confederation tournaments first. Then normalize the MLS television schedule so that matches are easy to find.