Is paying it forward a fad?

It seems that you hear the phrase "paying it forward" on the news much more since the economy has been circling the drain.   Why can't it be a life choice and we do it whether we are doing good or not so good.  

I hope I am wrong but often wonder if the "media" is jumping on the pay it forward movement just to get ratings.   Let's pray I am wrong and they are just trying to shine a little sunshine in this world of constant POO.