(Jerry Seinfeld voice) What's the deal with siracha??

Siracha, if you're not familiar, is an Asian hot sauce that you can buy at your local supermarket and carries a pretty high level of heat in my opinion.  I like spicy foods and it can be a good condiment especially for the bland offerings of Noodles and Co (a topic for another day).  However, what I don't get is that it seems to be developing a trend all of its own.  Lately I have seen recipes and features on promient food websites talking about both Siracha burgers and Siracha spaghetti and meatballs.  Granted I haven't tasted those dishes, but I doubt just adding Siracha really makes either dish a new creation.  It just makes them hotter.  We'll have to keep an eye on this one to see if it develops into cupcake like proportions.