little early for a fad, but if you are in a soilless mix it doesn't take much to change this... adjust formula, add a little more N and give a littel extra runoff for next couple fertigations... bam.. new concentration in substrate achieved.
before oyu do that...
are the leaves only pale unde the grow lights? make sure in normal lighting they aren't just a little on pale side... grow lights play tricks. e.g. your #2 pic here doens't look faded much -- shaded areas look fine.