(what is it with the goofy four-letter/ends-in-vowel vaguely-Eastern sounding names?)
Something about music today - a high-turnover of micro-genres, but then things just stick around, persisting through half-lives (half-lives that may actually involve more people being into them than when the media / bloggerati paid attention).
But perhaps this is not a new thing, an internet thing. Same thing happened with drum & Bass. Drum & Bass has now existed for more than four times as long as a shit genre than it did as a hot genre - (18 years versus 4 years).