Quiet quitting isn't “just doing your job” that's called doing your job. Quiet quitting is not doing your job a little bit at a time until they fire you or acknowledge that what you do is important. It's like a mini strike, and if it catches on, suddenly it a real strike.
Worst case scenario, the company gets to pay while you look for a new job. Best case, workers may discover they have leverage without even needing a union.
The reason for all the media coverage is that business owners and management are desperate to change the definition. It can only be good for the worker and bad for the company.