I don't think this is a new thing... I recall around 20 years ago going into a guitar shop and they had their electric guitar room closed off - I couldn't go in because there was a client in who came in generally once a week or so and would buy a new custom shop fender/gibson, or new amp each time. He could hardly play, but the shop loved him because he was steady revenue for them. Most people can't do that with high end guitars, but pedals can be a bit of an addiction - the newness is part of the fun, and the price makes them more accessible to people. I know I am guilty of flipping/trading/buying pedals a lot more if my gig schedule isn't busy. But when I'm busy, and have new things to work at/learn, I realistically end up just liking consistency and have far less interest in new pedals. Both things are journeys though... finding tones you love is a journey, becoming a great player is a journey. As long as you ultimately are involved in both, I think that's fine, and at different seasons you might have your focus more on one than another.