Back at the end of the '90s, things were changing, the overall culture was becoming more connected. Windows 95, especially, broke open the dam that allowed people beyond the tech literate into computer ownership and then onto the internet. This was happening the same time the Telecommunications Act of 1996 consolidated the music industry, the ACT finally managed to whittle cartoons down to edutainment garbage and specialty channels, and the comic book industry was flatlining. In other words, the digital world was broadening at the same time the wider culture was shrinking in scope and in possibilities.
While this was happening, the younger generation was being raised on the only remaining wild west left: the early internet. This mysterious place allowed them to pretty much say and do anything they wanted after the rest of the culture had been slowly gutted to the point Bowling Alone no longer looked like a prophecy but the aim of those in charge.
Physical communities and spaces vanished, and new identities were being forged away from tradition, community, and art and creation. These new identities were formed online and they were centered on consuming corporate products.
If you're of a certain age, you might remember the explosion of "Geek Culture" in the early 2000s. This was an invention of megacorps created by feeding internet scenes their products and rewarding them with baubles and warm feelings. The era of the message board and community manager. Stop by the forums, wear your badge in your avatar or sig with pride, and endlessly talk about our Product. It is part of who you are, after all. This is what Geek Culture was, and why it would later be so easy to weaponize it against their customers when they changed their approach.
That this happened right after every offline entertainment sector was gutted by events like the above was not a victory of Pop Culture as a valid identity and goal, but that all those crippled industries could be now folded into one umbrella and make its users part of the Lifestyle Brand cult. You no longer like the Smashing Pumpkins and enjoy playing Quake III: you were now an "alternative rock fan" who was also a "gamer" and that was z very important part of your identity. What you enjoyed then became who you were.
As these identities grew, so did parodies and and mocking. The ever-hated Big Bang Theory TV show epitomized this new Geek Culture identity, and how good nerds all liked "nerdy" things and behaved and thought the same way about every topic and issue. The show was laughed at when it was on, but is it that much different when you visit a random Pop Culture livestream on YouTube in 2026? How different is it? Proudly antisocial, acceptable and safe political views, endlessly snarky and sarcastic like their teenage years ever ended, and still dressed and wearing the same pop culture shirts and showing off the same shelves they did decades ago, the stereotype the show presented wasn't made up: it was based on real behavior.
And that is what hurt the most.
All this preamble is to explain why the above video exists. For the Millennial Geek, G4 was a beacon of Geekdom and an important memory that defined their childhood. For anyone outside of that group, G4 was a cynical cash grab wrapped up in a made up corporate identity. Now, there is truth to both these views, but the full picture is that it was a network that made its mark appealing to a burgeoning socially acceptable Geek identity and it did that very well.
The cracks in what that identity was and how those who helped fashion it for that young generation are both in said above history of X-Play. At the heart of it is a level of seething hatred and anger for the audience that, while not everyone involved felt, is palpable in retrospect, especially in the atmosphere of today's dead pop culture institutions being constantly skin-suited for spare change. They've never really liked their audience, because they never knew them, and their idea of who their audience was never actually existed in the first place.
This attitude spins out into modern day. Why does it seem like there's so much contempt and hatred for the audience thinking the Wrong Things and why are they not falling in line like they once used to? Why shouldn't I be allowed to selfishly slaughter the works of Tolkien or even the creation of the Hasbro corporation whenever I want to? Why should I give the audience anything they want? Don't I matter most of all?
The fact of the matter is that there was never any real connection between us and them, it was always smoke and mirrors. The old adage that someone's always selling you something extends to TV networks: what exactly were they selling their audience? Not just products, but what was the deeper worldview they were selling? What was acceptable at the time was acceptable because those in charge deemed it so.
Just like a YouTuber who was throwing gamer words around in 2013 at the age of 27 pretending they were "ignorant" at how acceptable it was: it's all a pose. Back then it was simply a way of weaving through what was culturally acceptable to profit off of at the time . . . which is no different than how it works right now. There was never any "edge" it was all just selling an image, and now the image is no longer profitable. It was never real, it was always fake, and at no point was genuine connection the point of what was being done. That is why it is so easy for such people who do this to hate their customers: they never cared to begin with. And this is the hard lesson those who grew up with the fake Geek Culture back then had to learn.
The wild west days of the internet are gone, and there is no equivalent today. Younger generations are moving away from entertainment sectors into their own worlds, whether it be to short form internet videos, old entertainment detached from the modern complex, or creating their own spaces. There is no younger generation with any ties to the way things once were. There is no uniting aspect of culture today except that there is no culture.
All of this comes together to show why the relaunch of G4 was such a disaster: it had no place left and no one to connect with except to cynically reach out to the audience they "wish" they had, which is the same story with every failing part of every industry these days. Having to rely on an audience they never liked to begin with makes them bitter and resentful, wanting desperately to be seen as Good by the designated Good Guys, instead of fading away into irrelevance due to the complete lack of humility and gratitude that got them there in the first place.
I've seen it myself, too. I've personally had the creator of Twisted Metal and God of War tell me directly straight out how much he dislikes Gamers, the very audience who gave him a career. So seeing a host of a G4 series do the same is not surprising. The hatred of the ones who made them and the desire to appeal to those who hate them is a spiritual sickness that defines the back half of the 20th century so very well and why it lead to where we are now.
There is no future resurrecting these old crusty time capsules, because they aren't what we got out of them. They are always going to be what they wanted to be, first and foremost. The same goes for ancient IPs and companies. They're over and done, and they're not coming back, not even if you put the "right" person in charge. This is the last hurdle those older than Zoomers have to finally understand. We can't go back to that. It's finished.
So we should treat it as just that.
Anyway, here is a bonus video from the above creator on Loss, a meme from the same era which reveals much about that era in turn.
Have yourself a great weekend and I will see you soon.
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