There are trends, and many people like to follow hot topics. This brings easy-going citations, conference invitations, ... and also sometimes jobs. However, this does not mean that the science in there is sky-rocketting and that anything that is not part of the hot topics of the moment is pointless. Many very very interesting papers are actually not that much cited and seen, as you say in your post. It is however harder to advertise them (but we can manage).
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Yes, you hit it right on the nail. I am not sure if i can agree with researchers doing research on hot topics, rather than following one's passion, which i think is very important if one wants to work in academia and scientific research.
Yes, it is. harder than blogposts...