I'm not positive anybody is "falling for" anything, just a younger generation is discovering that tinned fish isn't just a snack that their grandfather likes and is actually an incredibly healthy, delicious, and inexpensive thing to keep in the pantry. Given the increasing cost of living, it makes sense that something like tinned fish would catch on. Sucks that some places are having difficulty stocking them, they're still abundant and cheap in my neck of the woods.