Why did Slavoj Žižek become so popular?

It's not quite right to think of Slavoj Žižek as a mere theorist; he is closer, in line with Parisian haute langue, to an "event." As well as the numerous books he's written, there are dozens about him. There is a journal devoted to Žižek, a Žižek dictionary, Žižek conferences, even a Žižek nightclub and a Žižek fashion collection. And before long, given the scandalous pace of capital, there may well be Žižek soft drinks, action figures, and Žižekrypto.