Seems like another case of jumping off the hot thing when it gets too hot. I can't imagine people drinking hoppy beers because it's the hip thing to do, more likely is that people are trying it for the first time and really enjoy it. I didn't even like beer until I tried stouts and IPAs. I do know that the "I'm so sick of hops and IPAs" is becoming the in thing, with some of my friends too ...guess it's just a matter of time until hops is out and then becomes in because it's out. I'll gladly be the lame-ass with an IPA because it's what my taste buds are digging. I used to like ALF too, so who knows, maybe my brain is lying to me.