I’m sure everyone of you have had this experience yourself, or act it out yourself sometimes; someone really likes a something, be it a comic, movie, a restaurant or even just a candy bar, and this person really doesn’t want others to get into it. He wants to keep to himself and keep the masses or normies, whatever the buzzword is today, out. This is petty at best and does not serve whatever it is being liked. The creator sees less success and has to consider whether or not it is worth to continue on this lane of production/existence, if it would be more worth to take things to a different direction that might change things around enough to turn the thing into something completely different. Every fan knows that to ensure their loved thing will see further success means money and exposure. That means each fan has to become a sort of piggybank, a paywhale for this little thing in order to keep it afloat and make sure the provider knows this, that he will continue to cater to him and his closest circle. The other option is to allow everyone else to throw money at this thing and have it exposed to the wider world world.
There are arguments made every which way regarding this sort of thing. Some argue that the fandom changes for the worse when more people get into this thing, that there’s a cycle that not only degrades the fandom, but also the product itself when it has to cater to more people. Warhammer 40 000 is probably a decent example of this. The perception in the mid-1990’s was that only fat, smelly nerds who have an awkward social life at best who never left their parent’s basement painted these itty bitty figures and then went to dedicated store basements that smelled like rotten cheese and boiling sweat for hours long sessions to play with their toys. Nowadays WH40k has become entertainment for the masses via Black Library books that tell the canonical story set in the game’s universe with the tabletop game itself enjoying more newcomers as well.
Comics of course are another example, which some would argue showcases how a great product can change and turn to absolute mess. While I would fully agree that both Marvel and Dc have gotten rotten at their core, I don’t agree that it is because of expanded audience. Just the opposite; Marvel and DC comics used to be mass entertainment in the US when they were sold in your normal groceries stores alongside Archie and such. The quality downfall of the Big Two was effectively when they begun to cater to a smaller audience that kept getting smaller with time. The sales the Big Two make now would get their books axed and the modern sales can only envy the numbers of past. It is not an exaggeration to say that when comics where entertainment for everyone, they were at their best. When they begun to cater to a smaller audience, and now even to smaller audience that doesn’t even really buy the books. Just look at the female Thor storyline Marvel put out in 2016. Its sales dropped more than 50 percent after the first issue. Even the long-time core customers didn’t want to buy that trash, and the people it catered to don’t buy comics. It is a common secret that comic book movies were the best thing currently since the first Iron Man movie. Were is the keyword, as it would seem that Disney is taking the same direction as with the comics.
There is also an argument for intrinsic value. The less people know and consume a product, the more intrinsic value it is perceived to have. The value is high when the audience is niche. The product’s perceived value drops the more people get into it and the more exposure there is. You’d think this some sort of stupid illogical reason, and you’d be partially right. It is an emotional reaction of course. Some people hoard stuff to keep it to themselves as that supposedly increases the value. To some degree this does apply to single items, but this feeling of value is very easily extended to emotional connections and how exposed something is. This is somewhat a basis for the stereotypical hipster culture culture, where you have people acting strange for the sake of being different, getting into obscure stuff that nobody else knows for the sake of standing out and at least claiming to value the piece.. The don’t really want their strange and unique things go mainstream, because then they’d be mainstream and not strange and unique. Funnily enough, while yours truly has been claimed to act like a hipster, I do pretty much the exact opposite; here’s this strange and obscure shit, like it so it might get more exposure and maybe more fans. I just don’t like being in a community of something myself.
What is interesting about this whole thing is that this ties to the argument Popularity is not the measure of quality. I bet most of you have been a fan of something small that blew up, with the object of fandom staying the same, but the old fans nevertheless left. This ties to the above, but also to the perception that anything that is largely popular could never be of high quality. Of course this can, and often should, be turned around that success is a measure of quality. Ultimately, it is rather absurd to argue that the masses know nothing of high quality or that only a smaller group would know about a greater value something holds. Entertainment has skewed itself to cater in certain way, always has really, and people often forget that even original ideas, small providers and something that are made with a passion, in the end aim to make some money. Nobody makes a production in hopes of losing money for the sake of making the product, unless they already have shitloads of money in the bank to burn. That’s why most trophy projects end up in the trashbin of quality, because they’re made only to attract the preferences of one.
Of course, some people just want to enjoy their preferred thing alone without much others getting in. The question really ends up being with this; why concern yourself with others? Do we really as a species need to dick measure everything and call out others on stuff they find value in? It would seem so, as opinions are really the only things we can argue over, and people will always argue, bitch and moan what people do or what they like, even when there’s zero impact on themselves. Alternatively, we could try see all sides and consider why the things we like are absolute garbage, while the things we dislike and others prefer are worth the time and effort.