That's how it always happens with these things. One day nobody is talking about it, the next it's the only topic that matters. There is something very funny about getting really into the practical details of food scraps. You start to judge your own vegetable peels, and the smell becomes a weird point of pride. It is a good kind of group obsession to have, honestly.
Short version: Stuff goes viral fast.
Long version: My neighbor got a tumbler bin last fall and now three houses on the block have them. It's wild how once someone starts, you see the whole process right there. People get real serious about their brown to green ratios real quick. That weird pride in the earthy smell is totally a thing, means you're doing it right. It's a good domino effect to watch happen.