The big push and reason for it right now is because of the upcoming finding nemo 3d, I'd suspect. Many expect it to create a surge in demand, much like and possibly even higher then the original version..... Even still many times I am at an LFS I will see people walk in and ask how much "Nemo" is.
It definitely created a bunch of ignorant tank owners, but some places don't care about educating and will gladly make what they can.
And that's exactly why I cringe whenever I here a clownfish called a Nemo fish. I would really hate to hear how many clownfish have died because of that movie. Too many parents wanting to appease their little kids with no clue how to properly house a saltwater tank.