ну там такое описано
> It is interesting to speculate on what may be causing these innovative pronunciations. My guess is that they originated with the voices of anime characters, which, it seems, some young Japanese do not realize they have internalized after thousands of hours of TV viewing and videogame playing. That is undoubtedly the reason for the kind of nasal robot-wannabe vocal stance adopted by otaku and the ultra-cute manga jinbutsu look-alikes with whom they are frequently obsessed. Another possibility I have heard suggested is that hissing may be preferred to hushing because cell phone users have found that the advanced articulation (and whispering) is easier on the ears and/or less likely to annoy people nearby; however, the changes I am describing have been in the works for at least the past twenty years, and more people seem to be text-messaging than speaking on cell phones lately, so I tend to think that keitai use is at most an aggravating circumstance. Linguistically, one might hypothesize that the devoicing of /i/ in /si/ and /u/ in /su/ have become so prevalent that there now exists a significant number of minimal word or phrase pairs distinguished only by [s] ≠ [ʃ], and that [ʃ] is being replaced by [s] in the /si/ member of each pair; under that hypothesis, the replacement of [ʃ] before voiced vowels by [s] is due to analogy. Sociolinguistically, it seems that the changes are more common among twenty-somethings, particularly women, though I've also heard them from people over thirty, including some men.
Я слышал целенаправленное такое меметичное произношение. Оно было целенаправленным, выспренным и не влияло на обычную речь человека до 25.
Может, через поколение и начнёт… Всё ещё не более чем начало говорить на ксб — в пределах ситуации, которая располагает к ксб.