Here too, really. Chefs realized that when financial times were fradulently leaner since 2008, they couldn't get you into their white tablecloth restaurants anymore. So they tried to go upscale-downscale. So take a $3 burger, add fancy names to the ingredients, and charge $13 for it.
Or worse, get one of these guys to add foie gras and gold leaf and charge you $100 for a burger.
No matter how you dress it up, it is still a basic sandwich with heated up ground beef.