Many people are lactose intolerant [1] and rely on milk that is not from a cow. The marketing behind it may be offsetting to some, as it is not directly aimed at lactose intolerant people, but calling it a fad is a bit too early to tell I think.

There's a major shift of consumer preference in the 21st century, mainly towards healthy and individualised choices, which for a single consumer is great. Maybe like camel milk - I've never tried it, but why not?

[1] https://ghr.nlm.nih.gov/condition/lactose-intolerance#statis...