Personally, I'm not that excited but to each his own. (Note - Old Bay is fine in my book, I can just do without the marketing hype)
https://www.cnn.com/2020/01/29/business/old-bay-hot-sauce-trnd/index.html
https://www.cnn.com/2020/01/29/business/old-bay-hot-sauce-trnd/index.html