Honestly the shit that gets popular these days is so confusingly stupid that I don't even question it anymore. There aren't any good answers to questions like that, so there's really no point asking.
How stuff gets popular is beyond me. How it stays popular, I can offer my personal theory. It seems like people who spout memes nonstop just love to hear anything they're familiar with. Almost like that familiarity is some kind of mental masturbation for them.
Then, people who either choose to think with the minority or end up being singled out of the first category hear a meme a bunch of times, get annoyed by it, and begin to hate the meme not because of its contents, but simply because of the frequency at which it's brought up. That forms a counter-culture or a collective attitude against a meme.
Anyone who doesn't fit into either category is typically indifferent to the latest meme, and so they don't bring it up at all, or even respond to it. Thus, you won't hear them talking about how they don't care (because they don't care).
I personally am in the third category, although I do find most memes to be annoying (not enough for me to talk about it, though). Honestly, what's next? A Slender pony dancing to a dubstep remix of Gangnam Style?