Hype is a funny thing. All it takes is a viral TikTok, a stellar review, or a hot streak of word of mouth to convert an understated neighborhood restaurant into the hottest spot in town with a line down the block. People want the thing that everyone wants, it's a basic human instinct. Think about Stanley Cups. Stanley used to be a boring outdoor appliances brand until it inexplicably became the water bottle that everyone wanted to get their hands on.
Memes function in a similar manner. Some lone nut makes a weird thing, and then all it takes is one repost by an influential entity and it's everywhere. And then it just snowballs from there. Then, the people who were there at the beginning feel like big shots. So this is your opportunity to get in while the getting is good. Buy low, sell high. And then tell all your friends.