The natural consequence of things getting more popular.

At first the internet was only used by people who cared about it, and who could put the required time and effort into it and its memes. But now the internet is used by everyone, and most of those people have no reason to not go for the low-hanging fruit.

This is why I disapprove of "Meme of The Month"/New meme formats introduced that are mutations of already existing memes, like drakeposting/object labelling