This has spranged up the adoption and development of meme coin where various websites how stating things like " the next big meme coin " or " a random coin is outpacing pepe and doge coin". One of the biggest issue that influence peoples decisions is that they follow what they had without any further research.
Standard marketing strategy. It isn't just these meme coins that use this, most marketing agencies pretty much follow the same format and while some do hold true, the majority of them are just words use to create buzz. Comparison is the biggest and easiest method to create an image of a new product.
About memecoins, that's just how they go. It's a risky investment that would probably flub in most instanced, wouldn't even call it an investment really. It's closer to a gamble, especially since you're betting not on the coin, but on how well it can be marketed (including artificial manipulation)