Blake Anderson (that frizzy hair and mustache guy who was on Workaholics) once made a joke tweet about this. "Using the share button on porn sites would mean somebody was watching porn and thought "You know who'd really enjoy this? My friends and family."
In a way I think it's a "normal" development. Sites are pushing for a closer relationship between porn people and their fans. Usually the fans are smart enough to coompost under a pseudonym, but more and more frequently you're getting people who let their freak flag fly completely in the open. Kids nowadays don't have to skulk around nearly as much as we did for their porn, and it's an act as natural as reading the news, or your favorite crazy conspiracy theorist forum.
I'm not saying Derich isn't special or demented, but we're gonna be seeing a lot more Derichs as time goes on. While socially sex isn't nearly as cool as it used to be, consooming in any of it's modalities is great, and porn is no different. Mainstream porn aficionados and reviewers enthusiastically shilling the cute and extremely talented way a chick stretches her orifices to accomodate an ever larger number of penises, with advanced vocabulary, interviews, cool video edits and all that other shit are definitely gonna be a thing in the next few years.
Hit me with them horrifying ratings, but average looking Derich could be a pioneer of this industry.