Why is Ube the new IT thing? Color? Taste?

[erinch]

The title pretty much says it. Both WDW and Universal are UBE EVERYTHING.
Why? The color? The taste? The novelty?

 

[NYCgrrl]

The only ube based product I’ve tasted at WDW is an appetizer at Tiffins called ube cauliflower purée. Delicious!

I can imagine it used in various property wide desserts primarily due to the color.

 

[RedHead0186]

I think a lot of it is the color: it's pretty striking and not a color in a lot of foods. It's also delicious, and somewhat "exotic" for many American palates.