It isn't really that new, but people are just starting to get into it. There are morphs that have been around since 2000 that are only being bred by a handful of people still. Like the Pink Pastel. Eric Spisak is the only person I have seen advertise homozygous examples in the last few years. I may have missed some, though, since I just started paying attention to them recently.
Right now they are starting to pick up in popularity, which is why you're just now hearing about a lot of the morphs. I've heard quite a few people saying they will be the next Ball Python (as in the next "big thing" with herps). Thankfully their prices are starting off much more reasonable.
Where have you seen the "oddballs" for sale? I'm still looking to buy more Hogs, but I don't see many people advertising them. I've contacted a few people through Kingsnake, and they will only sell normal males. The few people with females want $65+ each for normal looking ones, so I'd rather get some unique ones for that price if possible.