Not quite. Sriracha is probably the most marketed sauce in existence... just not advertised directly from the "original" manufacturer.
Fast food chains, chip companies, beef jerky, almonds, other seasonings and more all spend a considerable amount advertising their products include Sriracha.
Sriracha's popularity mostly began when these companies started to introduce products with it to everyday people. It's not like Sriracha didn't exist prior to 2010...
I would be surprised if Huy Fong Foods, the company behind the popular US variation, didn't have something to do with the initial deals that got all this going. Clever marketing, indeed.