What do you mean? Obviously normies all browse the web in emacs and write their own plugins in elisp.
Or maybe you lack perspective, because maybe some people use it in your circle, but otherwise it’s very unpopular?
Observational fallacies work both ways.
From my broad circle in the US and Europe, I know one person who sends one maybe once a quarter.
Lots of people use Facebook but virtually nobody considers Facebook to be fashionable.
Meta doesn't care if Facebook is fashionable, but the more Apple looks like Meta, the bigger the opening for being disrupted on that front gets.