I think a lot of us deeply care about the future society that will cater to the people that are currently young. And it seems remarkably boring, superficial and for the lack of a better word, just devoid of anything fun.
In the end noone cares if this is a subculture (there were enough subcultures when I was in school i.e goths, metalheads etc), its more of a problem if this behaviour becomes uniform across all cultures and mainstream.