The buzz is because it is really one of a most widely used new AI things, easily applicable to millions of businesses. Everyone has some large storage of unstructured data they want to search through and ask questions about - legal docs, candidates, books, articles.. At the same time it’s relatively straightforward to implement so it’s already tens or hundreds of startups / products pushing RAG agenda (all these “it seems easy but it’s not!”). Hopefully soon it will be added as a built in LLM feature - ability to upload own data for LLM to use. It also made many more developers aware of embeddings and vector search, which is great.