They've always been this way, it's just leaking out of the tech world now. I remember when everything had to be gamified, mobile, social, big data, cloud, AR, internet of things, VR, crypto, and now AI. Of those, only mobile and cloud ever went anywhere (social hype was after Facebook already won), some produced some nice leftover toys for hobbyists, some accomplished and meant nothing, and crypto has the dubious distinction of providing literal negative value.