As with "web gradients 2.0", "tickered text", overly animated sites or the paralax effect, it's trend. However, "divided content" also fundaments on that people don't care if they have scroll longer pages, as long as they get to the part they want to read.
Less clicking and carefully selected text in each "divided content" means that you're less likely to confuse the visitor and all the content he needs to find is on this very spesific page.
It also shakes up the notion that long pages can be boring, by making content appealing/interesting to look at.
Here's one reference talking about this: http://thenextweb.com/dd/2013/12/29/10-web-design-trends-can-expect-see-2014/7/ (They're calling it "long scrolling sites")
In my experience, "divided content" is often used, but not restricted to, web pages concerning conferences. Here is one example: http://max.adobe.com/
And as with any "new" technology:
Don’t use technology for the sake of it. Innovation means taking risks, exploring new avenues, and making the most of opportunities. It does not mean doing things just because you can.