I think the nature of this has changed recently, but I feel like things were like this in the USA to some degree even before.
I migrated to the USA a long time ago (20+ years). Among other culture shocks, I still remember experiencing this "go pro" mentality was when I first came here and wanted to get some basic stuff like shoes and a bicycle.
Going into a bike shop, I couldn't just purchase the cheapest bike. The person said maybe now I want to bike for 20 minutes on weekends for fun, but in 1 year I'll want to bike 50 miles. So I should consider buying bike that is 3X as expensive that is made of carbon fiber. Want to buy a pair of shoes to go for a 20 minute run? Well, then you want a custom measurement and evaluation of your gait and ... you see where this is going. When you go into a sports store to buy something they want to sell you a lifestyle, not a product.
Obviously the majority of people buying running shoes and bicycles aren't going to become triathletes. But that's the vision to upsell people into a particular lifestyle.
I think monetizing things is just the latest incarnation of this. The vast majority of people are probably doing hobbies for fun, but if you go onto social media people are selling you a lifestyle, not a hobby.