I think it's because it's 'Geek', not Geek.

Folks who play video games, and have seen the new Star Trek movie. Not targeted at those who have an opinion on Haskell and have an opinion on Torvalds.

This is why I prefer a clearer distinction between 'geek' and 'nerd'. A geek cares a whole lot about the history of background characters in star wars, or about collecting limited-run Japanese mecha toys. A nerd cares a whole lot about his/her favorite scripting language, or about inorganic chemistry.

One can, of course, be varying degrees of either and/or a mix of both.

The whole geek movement is doing so well because it's so easily monetizable.

All the culture producers are playing in to it because it's easy to make money that way. So rather than shunning the D&D players and trekkies like they used to in pop culture, they now target them because they realized there's more money in it.

Quite accurate. I was hoping for some sweet dev talks or something special for 'Geek Week' but all I got was a bunch of gaming videos.