So maybe one tenth of one percent of marketing people have an original idea in their heads. This is nothing new.
Trends serve a use, which is to remind us of exactly this fact. Whenever we paeans are told that we can't contribute a product idea, because the big ideas have to come from the big idea people, or that design concepts stem from "research," a trend comes along and reassures us that we're all equals after all.
I think that's probably a bit harsh. Marketing is hard. Try coming up with a new idea for a car advertisement. What can you do that already hasn't been done?