I can only speak for myself, but I find a machete vital for a lot of the woods bumming I do. Half the time I'm in the woods, I'm in an area with no trails and there are a lot of draws to move through. Plenty of vines and thorns to get through and a machete makes that a whole lot easier.
For most outtings, if I plan on cutting stuff less than 4" in diameter, I'll just take the machete or a good chopper. Anything over that, I take the Riflemans Hawk.
If you're bumming through trails in GA, it's very unlikely that you'll need a machete for anything other than fun, but if you're an "off the trail" person like me, they're wonderful.
I have definitely noticed more and more people asking about and buying goloks, machetes, and other stuff like that. I think it's more of a self-perpetuating thing where you get people who use them regularly being seen by people who don't and don't necessarily need one, and then they want one too just because it seems useful and it's another cool toy to purchase.
It's much like guys buying winches for their trucks even though they don't ever pull themselves or anyone else out of a ditch or mudhole, but the other truck guys have them so they have to have one too. Looks cool hanging off the front of the truck.
It's just another toy. It is one that's inceasing in popularity though, especially when you get guys like Jeff Randall who are jungle survival icons talking about how they don't need anything other than a cheap machete and a small knife. People read that and they forget that they don't live in the jungle or anywhere else that requires real use of a machete as the best tool for the job.