If you don't have kids, and even then if {you|partner|other person involved in caring for kids} aren't on social media (afaik FB was where it gained traction initially, on parent groups, though it was already being reported on), then it was kinda easy to miss -- I didn't know about it when my partner said she was going to help daughter make one, and I think that was a week or so after started popping up (they'd already been appearing across Italy at that point, possibly Spain as well?)