Relaxers stay on the clearance shelf were I live. Meanwhile Sallys and Walmart and bss's are offering more "natural" products. My mom and her sister, three of my mom's sil's, all three of my dad's sisters and several of my cousins on both sides are natural. In general though I'm not seeing a huge surge in natural hair but a lot more weave. Maybe it is natural underneath.
As for me it is definitely not a fad. I'm a lifer. If it gets to be too much I will rock a twa before I let a relaxer touch my hair.