There's been a lot of this for the past few years. On render as well. It's a combination of lots of rain (soaking the brickwork), followed by periods of diabolical temperatures. The face of the brick "blows".
Masonry follows a continuous cycle of rain/ evaporation by air-drying/ more rain etc etc. I can only imagine that at times, evaporation can't keep up with the rain.
Rarely seen in some very old bricks unless they're laid as garden paths, where they stay wet and sheltered from drying air. They often blow in this situation.
I don't know, so I'll take an educated guess that old bricks were handmade, and turned out of a wooden mould ready for firing. Faces were natural. Often cut with a wire (as per a cheesewire) (Hence "Wirecuts") They had no decorative face applied to them, so nothing to de-laminate.
Modern bricks often have a common "core", but different "slips" are applied to give countless varieties in colour/finish etc. I would guess that's the bit that blows off.
Just a guess. I'll have to do some research :o)
Cutting the affected brick out and replacing is the only way.
Silicone-based products like Thompson's are ideal for chimney stacks. I've used it myself. Not as good as a rebuild of course, but certainly better than porous masonry.
It's not as onerous as you might think to cut out brickwork. If you don't have an angle grinder to cut the mortar joints, then make lots of holes with a masonry drill... until they all join up.