[CyberDyneSystems]

"Over saturation" as a look predates Digital.
In the last two decades of color film dominance, the trend was ever and always pushing more and more towards high saturated "better than real life" color.
Fuji Velvia is the one that comes to mind for really pushing that look.

This concept is hand in hand with many philosophies of photography in general. Images are at there best when they are "better than real life"

One of the ironies here is that when the 10D was released, it was rated by Pop Photography as the camera with the most accurate color that they had ever tested.. period (film included)

...and the most common 10D posts on this forum for years was "how come my 10D has washed out color)

"Washed out" in this case was merely "accurate" as opposed to the super saturated Velvia look we had all come to expect from two decades of images in magazines and artwork pushing ever further into this realm.

This is NOT a digital or photoshop phenomenon, it is an extension of the same direction that film was already taking us, for decades prior to Digital.