SO WHAT'S THIS SUDDEN FUSS ABOUT "SO"?

Almost every contestant on Jeopardy starts their story with it. Richard Engel begins lots of news reports with it. So do dozens of other reporters. It's epidemic on talk shows. It's constantly used on the evening news. Why do so many people begin reports, stories, explanations, and anecdotes with "so"? Yes, it's been around for ages, but suddenly it's everywhere. Why? Think I'm exaggerating?
Listen.