For an average Java dev (the silent majority, not the ones writing blogs, speaking at conferences etc.) it is new, exotic and mind-boggling I assure you.
Nobody said it was new. Do you really think all developers know everything , every paradigms , techniques, frameworks in existence ? no .
Do you like FRP ? if yes then why would you complain about FRP vulgarization ? about yet an FRP blog ?
Some things might seem obvious to you. Well there are not obvious for everybody because they have other things to worry about in their respective domain. Don't be arrogant. If you like FRP then you want more people to embrace this paradigm. Something will always be new to somebody.