True (I made such a proposal myself a few hours ago, albeit in vaguer terms). The thing is deployment infrastructure is good enough now that we can just treat it as modular signal flows and experiment a lot without having to engineer a whole pile of custom infrastructure for each impulsive experiment.
Same as it ever was, scientific revolutions arrive all at once, punctuating otherwise uneventful periods. As I understand, the present one is the product of the paper "Attention is all you need": https://arxiv.org/pdf/1706.03762.pdf.
as with a majority of ML research