Consuming niche stuff isn't really deviance in any meaningful sense.
There's no risk-taking there, no producing something new for the world, and very little personal actualization beyond getting to consume a thing you like.
Maybe we're looking at this wrong. Maybe 'new' stuff just isn’t that interesting to people any more. I mean the amount of 'new' things out there are huge and we are constantly exposed to them lots of them. Then when you couple that with the massive amount of advertising that is everywhere on every surface and site, people start to brain adblock and focus on patterns they recognize.