I haven’t read the books or seen the movies, but I know that the "Game of Thrones" franchise has suddenly become hugely popular in the United States.
For the newest generation of youth out there, this WILL be their first exposure to heraldry. While GoT heraldry is not always "good heraldry" by our standards, apparently at least it is consistent and seems to have it’s own rules.
Here is a website I found which details much about Game of Thrones armory: http://awoiaf.westeros.org/index.php/Heraldry
I see a positive effect from this in that at least it introduces people to something other than bucket shops through popular culture.
Be prepared for GoT heraldry to "not follow the rules", so to speak. Specifically, it ignores color/metal convention, a LOT.
At least in the TV show, they refer to them as "sigils" instead of "arms" or "crests."