This is a trend that I too find less than palatable.

In the broader entertainment sphere, it means that our marketing people had lunch, money changed hands, and we’re going to hype the living crap out of something; together.

This noise has been pandemic in the competitive gaming sphere since practically the beginning. Here, it means that I know this other guy, and we’re best buds, and we think that forming exclusive cliques is the only way to get ahead; together. So, I’m going to bill this as some big deal, you’re going to call me the ESPN of esports, and we’ll go about building an empire.

It also says that we’re willing to throw all sense of journalistic integrity and balance out the window to score a couple few thousand more concurrent viewers on a live stream; but hey, there’s not much demand for that these days anyway.

We just want hype, right?