An idea,a fad or a trend, like any invasive species ... shows up, spreads, and has its' chance to settle into a niche and grow.  It may fizzle, it may work out. It's not very clear at first. It needs to serve a function, improve, quality of life somehow.  If it's useful the market for it stabilizes a bit and once it finds its' balance, the early adopters gain significant advantage. Late adopters regret missed opportunity.

 Traits our environment seems to select (favor) these days seems to be our ability and willingness to innovate and adapt rapidly an a world that is ever changing at an accelerating pace.