*grin*... more than a 'fad'. It's become a routine sound, like saying 'like' every 4th word, and barely realizing it. The young girls copy the 'cool' ones and the famous ones and some do it 'better' than others.

I suspect that VERY few consciously employ it for specific vocal enhancement. Perhaps a few in broadcasting try for a lower sound, but many end up with just the raspy vibration in their usual register.