Geim's original paper on the subject (
http://arxiv.org/ftp/cond-mat/papers/0410/0410550.pdf ) was a real fascination because it was so simple and yet enabled many people to do real research. The original paper uses scotch tape to peel off monolayers of different bulk materials, but only graphene showed anything interesting (in particular, the so-called "field-effect" which is the principle behind CMOS transistors. To be sure, the quality of graphene produced from this method is complete crap compared to more advanced methods used by groups today (chemical vapor deposition of various organic molecules, carbon gettering from metals, epitaxial growth by silicon sublimation from SiC), but an impressive amount of exotic physical phenomena (e.g., quantum hall effect) was seen in what was essentially crap.
No doubt, Geim has probably indirectly gotten thousands of researchers perhaps a billion dollars in funding in less than a decade, but I don't think Geim's contribution was as much physics as it was successfully marketing his research (outsiders like to think of science as being purely meritocratic, but it scientists are still people, and people are susceptible to hype). In my opinion, there are many better physics researchers in the field than Geim himself, but none of them are nearly as good at communication and generating buzz.
In any case, congratulations to him for winning it so soon.