Should water look natural in photography? It's all in the eye of the beholder.
It's one of those fads that will pass as time goes by. A few years ago you couldn't move for pictures that showed one sharp static subject with everything else in the frame showing blurred movement. Overdone HDR seemed to rule the roost a year or so ago with photographers boasting how many exposures were taken to produce the finished image.
The magazines pick up on a particular type of image, the readers see it and have a go trying to emulate or better it. The only creative person is the one that makes the first image, all the others are the dedicated followers of fashion.
Search back through the photographic archives and find a forgotten technique that hasn't seen the light of day for many a year, make a decent fist of using it, get a magazine to publish it and BINGO you'll be the greatest thing since sliced bread.
Martin Parr said recently we are all taking cliches. True, and it's about the only thing that he has said that makes sense!
P.S. I'm still scratching about in the archives.