They're essentially likening it to Punk where "it was only cool when it was fringe and underground" and modern commercialisation means the original message has been lost.

They're not wrong but then a lot of indie/geek/nerd topics have ended up that way, as geek-chic became the in thing with posers, and many not for the better as they needed to be dumbed down for normies.

Companies don't care though as they only chase money these days and burn through franchises to try and get it.