This is Perception Theory
Perception theory says, that when a thing (person, work of art, theory, idea, belief, band, flower) is put into the service of an ideology and that ideology has sufficient power to energize (promulgate, distribute, sell) said thing is no longer accessible.
When something that is cool becomes wildly popular (which means there must be an energizing agent) it is no longer about what it was about. It is about the energizing agent.
Thing + EA = Whoo Hoo!$!$! is < Thing