It is not a recent trend - in the sense that I have noticed it over a number of years. Most places are going as light as possible to get more of the floral and fruit notes out. Very occasionally I like this, but generally I like my coffee darker and the chocolate notes coming out - a richer, more wholesome mouthfeel and in the end more comforting as a milk based drink. Thats just me (and my family too...). I usually roast JUST into the SC with most beans and a little longer with others.
Cheers