I'm sorry, but what?
This is a wild claim to assert without any data whatsoever.
You think only one in one thousand people on a _hike_ are carrying a backpack?
Also some of those "influencers" (noting social media doesn't reflect reality) probably live in areas of the country where they have vast wilderness a very short drive away. A short day hike is worth it if you live in Colorado and can get to the trailhead in way under 2 hours. It's not worth it if you live in Boston and need 8 hours to get to anything _somewhat_ remote.
Testing is expensive.
I think they meant - a backpack carrying 10-20 lbs. Sure, most hikers carry a backpack but all it has is maybe a jacket, water and some protein bars.