On October 23rd, the comet was a dim 17th magnitude, 25,000 times too faint to be seen with the unaided eye. One day later, it had brightened to 7th magnitude, and the most recent observations peg it at magnitude 2 to 3: an increase of a factor of one million. (The magnitude scale used by astronomers is logarithmic.)
http://www.sciencedaily.com/releases/2007/10/071025155840.htm
This comet was discovered in the 1800's and has a 7 year cycle. This year, it has increased intensity enough to be seen even in the city. Some sources also claim it is finally starting to show signs of a tail, not visible before.