It's really at the point where you need to prepare/review for the technical interviews at most companies. If people are going to review coding interview questions/books/strategy then to compete we'll have to do the same.

I myself have been working through cracking the coding interview in an attempt to migrate from upstate new york to the bay area. Maybe I wouldn't bother with positions that demanded white boarding if I already had a position over there and could be selective but maybe not. It kind of feels like it's all part of the game at this point.