It's not a whole lot different from what's happened to bacon recently. For untold numbers of years, bacon existed as a delicious breakfast meat and nothing more. Then, seemingly overnight, it became the only thing that mattered (and other overused Internet sayings). No longer was enjoying bacon in relative silence and anonymity acceptable. You had to wear your bacon fandom on your shirt, your hat, your doughnuts, and all sorts of other places where a fried piece of pork doesn't really belong.
Don't get me wrong, nothing you motherfuckers do will ever make me stop enjoying the delicious taste of bacon, but we're well past the point where anyone should be bragging about their bacon intake like it makes them some sort of special category of person. No, you're either a vegetarian or you eat bacon, there isn't a whole lot else to it.
Damn if bacon worship is something that's going to die without a fight, though. Rather, it seems like every new day brings another clueless dipshit who discovers that bacon is a "thing" now and decides to shoehorn it into their daily operation. Case in point, this Subway commercial, which I'd love to see die in 10 kinds of fires if that was a thing that could happen to television advertising.
If you're short on the necessary time and/or Internet firewall freedom required to watch that crime against sustenance, too bad, you're seeing it anyway. Basically, it's just two women going back and forth making outrageous claims about how their love for bacon is the baconiest bacony bacon of all bacon. One woman has bacon eyebrows ...