I agree.Hard to say. It didn't exist in 3E and was in it's infancy when 4E landed.
More online shopping as well.
VTTs are also nature tech, cutting edge in 2008.
I would say that, 5E being comparatively simple to play and being good are big factors.
Social media I would argue us a large part of it, the product being good also helps, negative social media can bury stuff.