I guess a lot of things were dismissed as fads when they started out. This is something that will probably evolve as they figure out how they want it to work as something for western riders that want something gentler than reining, ranch horse, trail riding competitions and barrel racing but want to do a bit more challenging than rail classes.
Its like everything else - if you don't like it you don't have to do it
More info Cowboy Dressage? At Wolf Creek Ranch
BTW - I am not a western rider - born and bred in the UK!!!