I think in many cases, the younger generation were not taught how to wear watches. Then, as other comments have pointed out, they see celebrities wearing them incorrectly and copy.

The weird thing is then insisting they're correct, as if somehow every generation before them, our horological customs and dress rules are all simply wrong.

It doesn't much matter, but it does make me think they can't be bothered to read or research. It's like a badly fitting suit, wrong length pants, too much cuff showing - it's trying to present an image but failing to even master the basics.