In February of 2009, the LessWrong forums were launched by some guy named Eliezer Yudkowsky. Yudkowsky is a member of the demographic I call the Very Smartest Boys - affluent men who, despite lacking any particular expertise or accomplishments, consider themselves intellectual titans because they're good at a particular set of narrow, societally rewarded tasks, like taking standardized tests. LessWrong was a haven for this type, and the forums echoed with heady philosophical and scientific discussions, even though the participants rarely had any idea what they were talking about. Yudkowsky himself would occasionally say something stupid enough to break out into broader nerd circles, and we'd roll our eyes and chuckle and then go back to ignoring him.
After sixteen years of self-promotion, he managed to get a book into the mainstream. Now I have to explain Eliezer Yudkowsky to my dad.