I am Nutgraf and have taken on the lonely quest to re-popularized the term. And it's working. Sort of.

A fairer business model would be to eventually reduce the writers' pay to zero and pay the commentators. People read Gawker more for the comments than for the content. And that's a circle jerk because the commentators talk more to each other than to the writers. Another alternative might be to outsource the content to India or China and let the good times roll in the comments section. But the unasked question is, Why do advertisers bother with Gawker at all? The only ad I can remember is one for Evian water that appeared near a roundup of gross scatological posts; I don't drink Evian anymore because it reminds me of that post. I suppose ad buyers think they are cool, but I see it as negative branding when the content gets so smarmy.