It's very fashionable, because it has produced jaw-dropping public idiocy with unprecedented immediacy on a huge scale. It has given a voice to the loudest idiots, along with the power of the mob. It has unprecedented power to give people license to denigrate other people and anger them, including people they know or are related to. This only figures, as its viral power comes from precisely that effect. (That effect on our affect, no less.)
Maybe it's just like the stylized mock battles carried out by rival little towns in Tuscany dating from the middle ages and renaissance. Maybe it will just amount to blowing off steam and "local color" in the long view of history. I sure hope that undergrads screaming that Yale is not a place of learning is not a harbinger of the future.