Many may have become interested, or involved, in OOO because of its appeal to a mythic underpinning to its grand narrative about the history of philosophy. Disappointment and despair at the wasteland of academic philosophy, the discovery of an online community of passionate thinkers, the gradual rise within this community of speculative warriors fighting for the new life that this thought can bring to a dying academia with its unthinking lackeys.
It is sad to see all this vitality undermined in favour of branding and commerce. It is a sad thing to see philosophy perverted into the marketising of pseudo-concepts. Witnessing such a spectacle can be a powerful motive for philosophising.