It is not a new normal , its just host finding ways to get more bookings and therefore money.

The cleaning fees are displayed in the final price , not when you are searching , otherwise the property might disappear from your results

In hotels also there are cleaning fees (its obvious) but they are hidden/included in the price , and with scaling it can be spread across all bookings therefore its pretty small cost per night and room

If the cleaning is done by an external provider then yes 35$ is not much