I think that basically comes from people starting to use vampires as trite metaphors for sexual minorities, as opposed to their original "modern" role, starting with Stoker, as trite metaphors for sexual criminals.
And I guess it also comes from just a general use of vampires and other supernatural folklore lately as just people, but different. Vampires are alien, other, and exotic while still looking basically human, which inevitably results in groups of people either hating them or finding them obsessively fascinating.