We first noticed it with Game Of Thrones ("I've never watched..." — yeah, yeah, no one cares) and then just last week when a lot of white people felt their lack of interest in Stormzy was worthy of comment.
To this illustrious trend, this valuable use of bandwidth and time, we can now add Yesterday, the latest cinematic offering from Richard Curtis.
The main premise seems to be the instigation for the angst, or perhaps it's the fear that a feel-good movie is heading to the top of the film charts and people might actually start enjoying themselves.
Because, even with director Danny Boyle on board, if you're expecting anything other than two hours of having your feels played with then you need go back and start again...
And that's not to say Yesterday is in any way a disappointing film — far from it, but when Curtis is known for doing what he does, and doing it damn well, why complain when that's what he then does?
For those who have missed the main plot device, Himesh Patel plays struggling singer-songwriter Jack Malik, a man who can barely get his own friends to listen to his music.
Then, one fateful night, a solar flare knocks out the entire world's electricity for 12 seconds, which is just long enough for Jack to be hit by a bus and end up in hospital.
When he comes round he discovers several cultural touchstones have been wiped from existence — most importantly for the purpose of this film, The Beatles — and he is the only person on the planet who remembers them.
From here, a man who could barely get arrested becomes the biggest rock star on the planet. Living the dream, touring with Ed Sheeran, recording in LA and generally having everything he'd ever wanted handed to him in a champagne flute.
Essentially what this film is, is a look at the joy of discovering something for the first time. The excitement, the joy, the shared experiences. All the things we forget as familiarity sets in.
But what this film is also about is the importance of being happy.
Joining Jack on his musical journey is friend Ellie (played brilliantly by Lily James), the only person he knows who thinks he's genuinely talented and deserving of success.
Yes, yes, the clues are all there, but Jack's a bit dim.
What unfolds is nothing sort of soppy, heartwarming loveliness.
It's not dark, gritty, violent or even sexual, but what Curtis and Boyle have created is a giant hug of a movie that just makes you feel damn good.
And in former EastEnders star Himesh, they have the perfect star for this film.
He has a gentle, engaging screen presence, can sing, play guitar and piano, and delivers every line with note perfect sincerity and believability.
It's impossible to imagine anyone else playing this part.
Obviously the world knows who Lily James is these days (pretty sure Downton Abbey has been screen on the moon), and here she is every bit as good as we have come to expect.
In fact, we're pretty sure we haven't seen a romcom performance this heartmeltingly superb since Felicity Jones in Like Crazy and Chalet Girl.
The rest of the cast are all on it as well, and in fact there isn't a duff performance in the whole movie.
The huge surprise here, mind, is Ed Sheeran.
Not a fan of the Suffolk songster, but (as Simon Mayo brought up on Wittertainment recently) playing yourself is harder than you think and yet Ed managed it with aplomb.
Now, you may have noticed that so far the Curtis element of Yesterday has garnered our focus, but there are two stars behind the camera here.
We already know Boyle can turn his hand to anything, and here he proves this once more adding touches and flourishes that add new layers to the Curtis tropes.
Unusual camera angles, use of graphics, a lightness of touch when needed, trying to keep scenes as natural as possible — all these elements come together to lift Yesterday above the 'standard' romcom.
And he was clearly having a blast doing it. There is joy and delight in every scene of this movie.
Of course, as with all good romcoms, the story is not a straight line. There's added mystery, twists, reveals and general tomfoolery.
All of which is balanced perfectly.
And the eyes get very moist towards the end.
Look, I get it. Curtis isn't cool, or edgy, but he is popular and as such is deemed fair game for those who trade in negatives.
But Yesterday is just a huge chunk of happy in a world gone sad, and given the crap going on right now this is both the film we need and film we deserve.
Will it change your life? Of course not, but then nor will staring at a glorious sunset with a large glass of red in paw — but that doesn't mean you shouldn't just shut up, stop moaning, sit down and enjoy it.
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