It's not that General Surgery is *so* unpopular. It's that it used to be extremely competitive to get a slot a few years ago; and there now appears to be a trend among medical students to apply to specialties that facilitate better lifestyles.
Still, if you check out one of the new threads, only 9 programs (for a total of 11 positions) didn't fill their Categorical slots, and there are none of those anomalous UVA's or Wash. U's among these this year. The 358 other slots are Preliminary years.
My suspicion is that General Surgery will get *more* popular in the near future as the 80 hour work requirements hash out, and the potential of short-tracking into fellowships becomes more widespread. I think plenty of people like the OR, but don't like the idea of 120-hour work weeks that Surgery residency used to require (and probably still does intermittently--just not on average). Now that this obstacle has been bulldozed by the RRC, I'll bet more people will think seriously about applying.
Naturally, people shouldn't choose specialties based on how popular or "cool" they seem currently. They should just assess what interests them enough to outweigh whatever (if any) pain that specialty may inflict.