I see artists and groups like Jack White, The Black Keys (Ohio based group), Sublime, Rage Against The Machine, White Stripes (See Jack White), etc. as part of the new effort to bring Rock back. I agree with Citrus and his comments above regarding pendulum swings.
Unless someone like a Jack White can produce their own music without record execs becoming involved then the initial Rock becomes to commercial in order to appeal to the masses. That is why I am hooked into Pandora (and before I get bombarded - each music sight has it's benefits and to each his own) as they allow me to listen to other groups musicians I did not know were out their, i.e. Alabama Shakes, The Reconnateurs, The Black Motorcycle Club, Cage The Elephant, etc.
Even those of us in our 50's still jam.