I feel that it's just the latest gimmick they are trying to market... Every 5 years or so they try to defend something as new "it" food.
Having said that, I have some and use it almost daily, I can't for the life of me down a table spoon of it though, maybe about 3ml is OK with some banana or weetabix...
I use it on my hair also, makes it all nice and shiny (and coconut smelling if your into it)
I've also used it as a body lotion but didn't go for it, now I use the Palmer's one, with coconut butter or something, it's good for scars and stretch marks (I feel like my lower back is the United States of Stretch).
Anyway, I have it and I use it, I'm a real sucker for all these online marketing ploys!