The most important thing is that lunar craters have become strategic for plans of human settlement - it's not just scientific curiosity. Space agencies are looking for specific zones: craters in permanent shadow where there are water ice deposits, which means both drinking water and potential fuel (hydrogen). Without these, bringing everything from Earth would be economically impossible. So the last few years have seen an acceleration in studies because finally high-resolution mapping technologies allow us to identify these sites with precision, something that wasn't feasible before.
There are also safety considerations that nobody emphasizes enough. Craters in certain zones offer protection from solar radiation, and some areas stay in shadow for months, which is useful for permanent settlements. Agencies aren't talking about "let's go to the Moon to explore" like in the '70s - it's more "where can we actually build a base that works." Specific studies on soil composition, internal temperatures of craters, traces of volatiles: all of this serves to decide not whether to return, but where and how.
Add to that it's not just competition between agencies anymore. India, China, the UAE, Europe - they've all launched lunar orbiters in recent years and all want to send rovers in the coming ones. When so many players simultaneously focus on the same objective, the media talks about it more. It's like when all smartphone makers launch the same type of improved camera - it becomes a bigger conversation topic.