The best computers can easily beat the top humans just as an aimbot could beat Navi easily at CS:GO.
So the focus in chess has moved away from manually exploring to find optimal plays and new opening styles as was the trend in the 19th century chess rennaisance to a focus on preparation so that a player can quickly find best moves, under significant pressure, in any given match.
That makes it much more like a strategy game.
Embracing memes makes it more accessible to viewers who are used to watching hearthstone, csgo, league, dota or other esports and it's been really fun to watch.
I started watching chess on twitch a while ago during the Tata steel tournament and I thought back then it would quickly grow if they focused their commentary on casual level viewers and it's been fantastic to have been proved correct.