I guess I don't see fad and a natural reaction being contradictory descriptions.
If you want to talk about the factors that contribute to it, there's plenty more beyond the ambient dosage of web 2.0. Media consumption is up overall, and so more people have more of a stake in it. The way media is consumed is changing, where everyone cares about Friends saw last week's episode at the same time, you now have binge fans at vastly different points in the same show.
Clearly I used a pejorative because wanted to communicate condescension, but I don' think it's inaccurate. It's arguably a widespread phenomenon. I also think those people who care generally do have intense feelings about it (see the disproportionate threat to show pictures of dead children here, or I can recall the threat to ban anyone talking about book 7 harry Potter spoilers on Allah some years ago). It's a bit out of hand, as when I look back at the anime/manga/comic thread there was at least a time where people would spoiler a post about the latest chapter, which lead to nearly the entire thread being hidden from view.
I see the care about spoilers as unsustainable and that it will be short lived, because the factors contributing to the feelings it aren't going to stop increasing, and there is zero way to police it. Ultimately, people are just going to have to learn to deal with the fact that sometimes they might learn something about a piece of media they were interested in before having viewed it, and that maybe that's not so terrible.
And when people stop pretending a one time revelation is crucial to their viewing enjoyment, jerks will stop making an effort to spoil it for them.
Edited, Jan 15th 2016 6:22pm by Allegory