Rory Sutherland uptick?

No surprise here, but the internet has, as of late, provided me with a tremendous amount of content from Rory Sutherland. I have been watching and listening to as much as I can tolerate, though it has begun to sound to me like the same handful of clever anecdotes on repeat. Not a complaint, there are many damn good anecdotes from the bloke and I do not expect him to have an endless quiver of stories and examples to fire off.

I have noticed other folks that I follow are reposting his material, his videos, inviting him to their podcasts, etc. Is this all a recent phenomenon for Mr. Sutherland? Has he been in the saddle for a long time and I missed it?