Spectre was more impressive than a new idea: it was a brilliant execution of an idea that every architect eventually had. Rowhammer was similar. Everyone knew that it was possible to get boned by physics, but it can happen at an arbitrary place in an arbitrary way that isn't captured by any model. Rowhammer wasn't impressive because it was an idea, but because it was a simple, obvious in retrospect, way to exploit physics to bypass the models.
I remember reading papers in the mid to later 90s on just this topic, in regard to processing on top secret systems.
Most of the infeasiblility at the time was of running code on remote systems at the same time. Things like javascript were not everywhere at the time and most computers only had one core.
Since this vulnerability class was previously unknown, hardware didn't have much protection against it, except by accident (or as a side effect of more conservative design). Being in hardware, they are difficult or impossible to workaround in software. And they were found in common hardware most people have. This all lead to them being widely reported by the tech press.