I'm convinced there is a secret indie council that meets every year to determine what random thing people will inexplicably get excited about. Then the council members return home to disseminate these decisions. "We will obsess over cupcakes and draw deer and diamonds all over everything" or "The Beach Boys are now sacrosanct."
I think these pronouncements come down from some closely guarded pythia on occult inhalants. How else do you explain shutter aviators?