Swift?
I guess that is a for sure relative term.
An activity that has gone on since there have been a male and a female (people that is).

The current wave is nothing more than a media and cyber social induced, driven frenzy.

When it becomes time to jump on the $$$$ band wagon, there should be a first set of questions.

Like why wait until 10-20-30 years later?
Was there a gain/advantage/price to pay when it actually happened?

$$$$$$$$$$$$!