It’s the old lifecycle of a scene.

1) cool people do cool things, start a scene

2) chill people who enjoy watching cool people do cool things spread the word

3) posers get wind and show up, the scene loses its vibe but reaches critical mass

4) advertisers show up looking to monetize the scene, driving out the cool and chill people who are allergic to advertisers.

5) the scene is now dead, filled with posers and ad execs