It's amazing how every few years we get another article claiming Von Neumann architecture can't cut it, we're not measuring computers right, and we're going to

It's amazing how every few years we get another article claiming Von Neumann architecture can't cut it, we're not measuring computers right, and we're going to have to give up general-purpose computing any day now. Sometimes they change the order, but it's always the same claims, and it's always the 'unique' circumstances of (insert date here) that make everything different this time. I wonder why they bother?