People hating the article because it struck a nerve.
You expect us to just sit by while Kotaku talks smack about our friends???
(I actually think this thread is more "no kidding" than anything else. I think the biggest issue with the article is that video games are a form of media, and people historically become very involved and attached to media, because media is a major contribution to culture. Is it weird that people call themselves Trekkies and Whovians? Absolutely. But it's definitely not unheard of.
There is obviously a conversation to be had about consumer culture shaping people's identities, but this has been happening with various commercial media productions for a long, long, long time. The most obvious examples are sports teams.
I don't personally identify as a "gamer" and know this article isn't about me, but there are obviously lots of people who consider it an inseparable part of who they are and what they love and this is more a folly of self-expression than a cultural corruption brought on by consumerist brainwashing.
At least, that's what I hope. You never know with late-stage capitalism. Maybe I'm part of the problem for playing devil's advocate for... brands. Damn. What have I become?)
This eventually became viral because of the connection to their previous virality and here we are.
Thank you for this explanation.