The flavor of the month, whatever it is at the moment, is overrated. Practically every shaving product out there has fans, but every now and then there seems to be a surge of excitement over something, Acme razors, Brand X soaps, Magic blades. Everyone is writing about them. Everyone is either buying them or asking if they should buy them.
Then things calm down. The ex flavor of the month keeps a solid base of fans, but also starts showing up on BST. People realize that there are a lot of excellent products out there, but they don't work the same for everyone. There is an interval, then most likely another FOTM.
It's harmless, but may tempt some of us to buy things that we end up not wanting. Then we grumble that they're overrated.
"...when I attempt a discourse the words come out as they will, and they may make sense when they strike the atmosphere, or they may not." O.Henry - - "Cabbages and Kings"