Who started the trend of not running around the bases after a home run about 10-15 years ago?

About 10 to 15 years ago for a short period of time, some sluggers started hitting home runs and once the umpire declared it a homer they'd just go sit down instead of engaging in the pomp of running around the bases. It didn't last long because, as I vaguely recall, the MLB stepped in and told them they had to start running the bases to have their run count. I just can't find any mention of it on the internet, and I was wondering if anybody else remembers this and who started it?