Actually, it may not be new - may be that I've only just become aware of people using it in the last couple of days.
E.g. "I'm excited for Christmas". Being excited for someone, i.e. on someone else's behalf, still perfectly acceptable, of course.
Is it American? It's pretty ugly usage, no? Reminds me of the horror that is 'waiting on' rather than 'waiting for'. Prepositions being abused.