In retrospect, I would say that the "blog rush" was kind of a precursor to the rise of influencers. There was even a crowd of "blogging gurus" that would ask a pretty peny for advice on how to advance your blog.

The blogging pressure got so out of hand, that even some EU bureucrat thought it would be a great idea for each FP6 funded project to have a blog besides its static website. At least with the influencing trend they don't ask researchers to do glamour shots with their food.