I don't actually think it's a fad per se - startups will always be looking for new ways to drive growth. The media hype will die down when the next job title is invented but growing the customer/user base will always be the #1 problem startups face.
I think you should lead with that next time rather than the link-baity title. The number one thing "startups" must understand (and that is everything from Y combinator to food truck) is how are they going to find customers, how are they going to convince those customers to use their startup, and how much is that going to cost per customer. "Growth Hacker" is just a meme, but it is a cherished meme by some, and trying to acquire readers by shooting their meme (or threatening too) is not a durable way to get readers. Just like selling cheap imported stuff as a loss leader at a store doesn't make for life long customers.
growing the customer/user base will always be the #1 problem startups face.