I caught up with a friend with a baby recently, and her baby had one of these:
"Hey, my friend Em has one of these for her baby - what a coincidence," I said, to which my friend scoffed and said that EVERYONE with a baby has one of these. Want to know why? Well read this really quite interesting article (given the subject is baby toys - something which the childless are generally not that excited to read about). So it's not because the toy is particularly good at being a toy, but it has snowballed from a couple of cool celebrity endorsements to a mass market phenomena, and parents now feel negligent if they don't have one. Kind of like the i-pod of chewing toys.
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