They make weird abstract music and wear costumes. I don't there's anything to get, but for sure it's not a joke or an ironic internet thing. It's just a subgenre that has been pretty popular in local scenes for more than a decade, but had evaded the attention of the general public until now.
Musicians tend to like it because it's actually very technical. It may sound repetitive if you gloss over the details but it's packed with trick-shots and complications, which are necessary because of the weird setup they have. It's a whole brainy thing about finding your way out of self-imposed constraints.