We saw a blurb about it on the news a few months ago... going to a hookah lounge is becoming another hip thing to do for young professionals in some cities... akin to the boutique coffee and bookstore thing.
From Wiki's entry on "hookah lounge:"
In the United States, establishments akin to hookah lounges first opened decades ago in the immigrant quarters of New York City and Los Angeles, California. Patrons were typically men of Middle Eastern descent. Now hookah lounges are widely associated with hipster culture.
Many hookah lounges in the United States have chic or modernistic elements such as glass tables, plasma televisions and oxygen bars. Most bars in the U.S. require patrons to be at least 14 years of age to smoke hookah and 18 years of age to purchase (exceptions are Utah, Arizona and New York).
One purveyor of hookahs and shisha claims:
"It's at its largest demand ever in this country...I don't think it's going away anytime soon. There's so much more room for the product to expand. Only a small percentage of Americans know about it."
More:
http://en.wikipedia.org/wiki/Hookah_lounge