To a degree, its just another fad. Its definitely whats hot right now, but its also a return to old world style wine making.

People are realizing that wine has become a bit of just a chemistry experiment in the USA and want wine that connects them to the land and doesnt make them fee like crap afterwards. "Natural" is the way its been made for generations.

That said, Natural wine (in the USA) doesnt mean anything legally. I have no problem with that because fuck regulations and paperwork, but its a bit of a buzz word. Look for low intervention wine, french or italian for similar experiences.

The wine shop person will know what you want