blair47: I feel the popularity of these phone apps is a direct result of video overload.
Sometimes it seems that almost half of all commercials on television (and many shows and movies themselves) are heavily post processed and people are just trying to emulate that look.
It's as simple as that.
I shouldn't have been so declarative with my "it's as simple as that" statement, but here are two examples that demonstrate my point.
The enormously popular Top Gear show from Britain. They go overboard with all the gee whiz editing and filters.
The BBC program Sherlock's opening credits. Color filtered with a tilt shift effect.
It's everywhere on television! I'm American by the way. There's a ton of programs and commercials out there that use other types of filters for emotional effect.
If they make it so easy to do on the phone, why not? It's like you're being your own art director.
I feel the popularity of these phone apps is a direct result of video overload.