What about counter-evidence I exampled above? iPhones? Krait-based Snapdragons? Or Sandy Bridge v. Bulldozer? There just isn't an evidence that consumers prefer mediocre many-cores over competently designed SOCs with fewer cores, in spite of the prevailing narrative (which I believe was manufactured out of thin air).
I guess that is where Mediatek et. al come in. They don't have custom cores and hadn't been able to build an SOC using ARM's big cores (A15/A57) until recently. All they could muster up were A7s, A9s, and A53s. They probably thought their products were not standing out enough (duh) and looked for ways to differentiate. That, I think, may have been one driving force behind this little.LITTLE and now big.Medium.LITTLE many-core phenomenon. These fast-growing SOC vendors desire to be recognized in the market but they are not there yet with the top dogs, so their chosen tactic for the time being is packing as many of ARM's LITTLE cores and trying to persuade consumers that their chips are different and worth paying for.
In other words, my view is that this many-core marketing story is a self-fulfilling prophesy originated from within the industry, and has little to do with consumers being none the wiser.