Why is "Wine and food matching" trending?

Wikipedia Overview

Wine and food pairing is the process of pairing food dishes with wine to enhance the dining experience. In many cultures, wine has had a long history of being a staple at the dinner table and in some ways both the winemaking and culinary traditions of a region have evolved together over the years. Rather than following a set of rules, local cuisines were paired simply with local wines. The modern "art" of food pairings is a relatively recent phenomenon, fostering an industry of books and media with guidelines for pairings of particular foods and wine. In the restaurant industry, sommeliers are often present to make food pairing recommendations for the guest. The main concept behind pairings is that certain elements in both food and wine interact with each other, and thus finding the right combination of these elements can make the entire dining experience more enjoyable. However, taste and enjoyment are subjective and what may be a "textbook perfect" pairing for one taster could be less enjoyable to another.