It's invading everything, too. Ninja warrior used to be a show about amazing athletes conquering the courses, with a quirky backstory thrown in sometimes.
Now, almost everyone has a lengthy backstory that is told at least once per season, and it's a significant amount of the runtime of the show.
It's gotten to the point that even athletes that have basically no backstory still end up with a lengthy segment on themselves. For fairness, I guess?