In this construction, obsession has a very specific function to indicate our special status as the most intense appreciator of this particular thing/work/item. It means I am a fan, a super-fan, an intergalactic fan, I am verily defined by this thing, it is my personality, it is me, I am it. What you like (i.e., what you consume; i.e., how you participate in the market) is not just more important than who you are: the two things are one and the same.

This usage is a denatured version of obsession. It's not the obsession I've known all my life. It's not real obsession. Real obsession is a thrum in your head that won't go away no matter how hard you try to banish it. It's a well you fall down, with no hope of climbing out. It's an illness that feels terminal.

Obsession, real obsession, is not how you feel about labradoodles or Cool Ranch Doritos or even something truly great, like the poems of Richard Siken. Real obsession has tendons and guts and, and, and consequences.

This new usage wants to steal the stakes of real obsession, and apply those stakes to something consumed. As a dedicated obsessive, I resent this!