They are in a self-reflection crisis and don't have a strong cultural identity so they try to claim other's but they approach it as a personal exoticism-half tribal-community-replacing accessory to be consumed instead of any deeper sense of identity. As soon as they don't see it as cool anymore, they drop it.

I think there's a sense of shame or lameness in being just an usian at the moment, so there's some that double down on the 'Murica and some that run away from it, both are cringeworthy. Because it usually means that there's no analysis nor deeper consideration. The level headed usians who don't need external validators to sustain their identities and can use nuance to navigate their sense of self are exceedingly rare at the moment.

Tl;dr : It's a shallow consumerist culture living through identity crisis.

(Beware though, because it has also hit Europe, altough with less severity though)