Why is rose so popular now?

Why is rose suddenly capturing the hearts of so many? Its popularity seems to have skyrocketed overnight. Is it the intricate beauty of its petals that's drawing in the crowds? Or perhaps the sweet, yet subtle fragrance that lingers in the air? Could it be the romantic symbolism associated with roses throughout history? Is there a new trend or fad that's boosting its popularity? Or is it simply the perfect gift for any occasion, making it a timeless choice? I'm curious to know, what's the secret behind rose's sudden surge in popularity?