I think the "they" is mostly "personalities" trying to create a new trend or ride the wave of one that's semi-started. I've seen quite a bit of that as well but I bet its because I've watched two or three of them and now the darn algorithm keeps pushing them at me periodically.
I have 2 ancient 6mpx Canon Elph's that a group of us have used for a "cheap camera challenge" that, I have to admit, was kinda fun. In a "how can I make some mediocre images that I'll never really do anything with" kind of way. That said, I can't imagine making something like that my everyday camera. And none of these personalities are printing their work, they are just using them for social.
Maybe I need to buy a dozen Nikon D1's while the price as cheap, and make a few videos promoting them as the next big thing.
Jeremy