This debate has been going on in the beer world for many, many years, particularly with Scottish ales, e.g. Hardy's.
You've had a very similar debate in the wine world for almost twenty years, with the alcohol content of some American reds creeping up past 16% abv.
When anything gets trendy, as IPAs have been for the past few years, brewers/distillers will seize on anything that might make their product stand out. Unfortunately, some tend to go for statistical distinction, rather than overall quality.