In the film days Kodachrome 25 had very natural and accurate color. When Fuji Velvia came along the colors were insanely saturated. Many, including engineers at Kodak, initially wrote off Velvia as something that would die because of this. But when editors and others need to select a few images out of hundreds on a light table, they tend to pick the ones that stand out at a glance. Velvia was more often selected because it stood out, and because it was more often selected even people who didn't like it started using it. Nobody wanted to have the accurate but receding image among hundreds that were eye popping. In short Velvia took over because its colors were not natural or accurate.
I think history is repeating itself in a way. Whether it's photographs for wall art, publication, or product marketing, everyone wants theirs to stand out from the rest. All else being equal "saturated sells" more often than not and over-saturated images dominate. Especially in the marketing world everything is about "grabbing eyes" and getting clicks, so appearing natural or accurate takes a back seat. I'm not saying any of this is good, just that it has happened and continues to happen. Frankly I think people quickly grow tired of cartoon colored photographs, but everything now is about the immediate wow factor. All IMHO, of course.