Brew cult - the rise of the session IPA?

So I ran city to surf yesterday, and the only way to celebrate exercise is through drinking beer, well that's the rugby upbringing in me / the Scottish in me (take your pick). So off we headed to the East Village Hotel back in Balmain. EVH is a great pub offering good beer, with staff that are interested in new and crafty beers and really good pub food. 

So I went for a few of Brew Cult's Hop Zone Session IPA and the Sunday roast (EVH does 3!). I am not too familiar with Brew Cult, but from their website, it sounds, and looks a great place to work! - http://brewcult.com/about/ I will definitely be on the look out for their beers in the future!

I meant to take a picture of it full, but it didn't last long enough for a photo... and then I forgot the second time around...

So Hop Zone has one hell of a fruity smell, almost like a summer ale smell, with a small head. The strong citrus taste upfront isn't what I expected [considering the strong fruity smell] and the taste dies to leave a really lingering hoppy after-taste. It's a great beer, and honestly, with a group of guys, you could smash a fair few of these very quickly, too quickly. Yes, I am going to say it, it's a danger beer! It is the sort of beer you will wake up the next day with a stinking hangover because you didn't realise how much you drank. 

So this leads to the question of the blog; is Session IPA's the 'in thing' just now? Recently, I have tried a few session IPA (the first being the Rocks Brewery ISA) and they seem to be everywhere, or IPA's are being described more and more as "Session IPAs". The definition of a session IPA seems to be related to its alcohol content - a true IPA can climb up to 7% whereas a session IPA seems to be 4% - 5% with more hops. This seems to be a more difficult brewing process (it can become far too bitter due to the hops), but makes the beer more marketable and appealing to a wider range of beer drinkers with its lower alcohol and lighter body but with still a distinct "IPA like" aroma. 

My take on it, is that sometimes you don't want a monster of an IPA, you want flavour but not the high alcohol / intense body flavours. What's your view?