This may have to do as much with Netflix as it has to do with whatever story lines the Duffer brothers have conjured up.
In 2018, Netflix purchased Albuquerque Studios, its first U.S. production hub. The company has shot quite a bit in Georgia (e.g. “Love is Blind,” “Ozark,” “Insatiable,” “Sextuplets,” “Queer Eye,” “Holidate”) but it produces so much original content, it makes sense to have a hub of this sort. Deadline said Netflix has already spent more than $150 million in New Mexico.