Becoming infatuated with, endorsing, or kissing up to someone or something which is very popular at the moment in hopes of gaining recognition, a sense of fulfillment, or publicity.
Hurricane Katrina, The Haiti Earthquake, and Obama's Election were all notable publicized events where everyone and their grandmother got involved, showed support while it was still a hot issue, and dropped it as if it had never occurred once the media stopped spamming every channel and air wave with coverage.
Hence they were all "dick riding" like the "cool kids" to appear "trendy" or have "water cooler conversation" for the office.
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