There are other shows doing this as well(Agents of S.H.I.E.L.D is so completely saturated with it that you notice something new every time you watch the series, there is even things in the background like posters and what not that will make you go hmmm)

I have also noticed a escalation over the last years and months in how overtly certain things are said in series(mass market, greater audience than movies so more of it in shows than film)