It kind of took off when people saw him going thru a growth spurt. That, and people just wanting the feel good story of the younger kid being "the one".
He played JV last year (Bronny was varsity as a freshman for reference)...and he looked like a deer in headlights playing in the EYBL this summer.
That said..the summer heading into your 11th grade year is when you can tell what kind of a path a kid is on, so he's got another year before the evaluations start getting serious. He could certainly end up being a late bloomer. Especially if he keeps growing. But anything suggesting he'll be better than Bronny right now is nothing more than a feel-good story idea.
Despite all the **** Bronny gets due to his name...he's always been legit. Ranking might have been a little gassed in previous years but he's always been a top 100 guy. If he wasn't Lebron's son...he'd still be on his way to play high-major D1 ball.