Mostly an internet fad. You can safely ignore it.

I wish it was. Mainstream media are often relaying it, as they relay almost all the new liberal leftism/feminism, just a bit less so far. And I am not even talking about the USA but somewhere in Europe where that American stuff was imported in a blink, in spite of the fact that local situation, culture and history do no match that story and the American situation, culture and history at all.

Corporate media should be regarded exactly the same as tobacco executives. Don't let their flailing about in a death spiral concern you. Not only can they be safely ignored, your health will improve if you do.