Why is "reach out" being overused lately?

Remember how the phrase “reach out” was used in that old Motown song by the Four Tops, “Reach Out (I’ll Be There)”? It had an emotional resonance. But lately I’m hearing the phrase used all the time to describe any kind of contact in which the one being contacted is not expecting the contact and has something that the one initiating the contact wants. Have any of you noticed this, and have you got any guesses as to why this phrase is being used so much lately?