OK, let this much be clear: I am Belgian and grew up with speculoos. It's not that I don't know this biscuit or its spicy tastiness.
That said, I was recently on a Delta flight where people were positively batshit for the stuff. AND I see multiple threads reference the cookie and/or the spread.
This spice cookie has been around for ages and yet in the past couple of years, Americans have gone crazy and that crazy has reverberated in Belgium (I haven't ever bought the speculoos spread nor would I, but I tried the cote d'or speculoos bar and almost died from the sugar shock. I am also convinced that this bar would have never seen the light of day had it not been for the American obsession.
So... I know this is rough, but can someone explain how a modest spice cookie should have launched such madness?