The same could be said of a lot of creatives. You speak of greater creativity, that which evokes depth and gravity. There is still more shallow creativity. Learning creativity. That which you do before you learn to do better. Kind of what these are doing.
I'm not saying it's good or bad, though the people who hold the reigns definitely don't have the best intentions for their use, but underestimating it is the first step to allowing them to run rampant.
"Never attribute to malice that which you can attribute to stupidity" is the slogan of those who do nothing but look down on others... who underestimate the horrible things the "stupid" can do. Don't assume stupidity just because you don't like something. It makes it that much easier for it to bite you on the ass in the future.