Social trends can be fun to watch and analyze. I think too much exposure can still drive you mad like some kind of Lovecraftian protagonist, but it's still a cultural pulse point as long as you don't get too lost in the sauce.
I much prefer unknown/less popular stuff as I enjoy discovering stuff unique to my social circle so am not talking about myself, but I believe that a positive emotional feedback through sharing/being a part of its success is a major draw for many people. Like supporting a particular sport team or person.