I've been doing a lot of media recently (both on the KvK match and the Solomon Islands Tournament) and as a result I've had to answer a lot of chess questions from 'non-chess' reporters. One question most commonly asked is "Who is the best chess playing country in the world?" And the answer I give, "Armenia", seems to provoke the most surprise from the questioner. Even after I qualify the answer by explaining that they have won the last 2 Olympiads, there is still a level of disbelief.
But at least one media organisation has decided to do its own homework, with the BBC sending a reporter to Armenia to investigate why that country is so strong. You can read the report here.