In the past decade geek culture has been become increasingly lucrative, as major corporations find new ways to further monetise what was formerly a niche market. Multi-million-dollar movies are tailor made to the caprices of their audiences. Limited edition action figures and other memorabilia are now designed, created and sold not as toys for enthusiastic children but as collectible investments to the middle-aged. Cosplay is no longer the exclusive preserve of fans sporting homemade outfits, but photo opportunities for professional artists with portfolios, looking for sponsorship. Conventions have moved from the church halls and community centres into cutting edge conference facilities and awkwardly rub shoulders with corporate trade shows. Money changes everything and not always for the better.