Ok, it’s safe to say fintech has hit the big time.

The New York Times covered the subject — and the word — in depth yesterday, in a special section called “Fintech’s Power Grab.”

The lead item, by Andrew Ross Sorkin of CNBC fame, focuses on the fintech challenge to the banks. But it’s not all rah-rah fintech — note the Leslie Picker item below discussing the diminishing allure of ‘fintech’ for investors. Here are some of the highlights from the special segment:

• Ranking the Top Fintech Companies
• Why We Are Still Reaching for Our Wallets, Not Our Phones, at the Checkout by Peter Eavis
• The Evolution of Fintech by Eilene Zimmerman
• For Fintech Start-ups, Efforts to Rethink Rules That Cramp Regulation by Michael J. de la Merced
• ‘Fintech’ Loses Some of Its Attraction for Investors by Leslie Picker
• From Wall Street Banking, a New Wave of Fintech Investors by Liz Moyer

There are many more articles in the section, showing growing interest, if not outright enthusiasm, for the financial side of tech among readers of The Times.