This chapter describes how cultural studies and sociology have progressively altered their view of fan cultures. Indeed capitalism had largely invaded the cultural sphere and turned the work of art into a commodity to be bought and sold in the marketplace. In order to survive artists would have to play the game of how to pre-package their work and sell it to a mass audience. Behind the glitter and the glamour of celebrity works a centralised capitalist machine seeking to measure audience reaction and improve ratings, all seeking to make a profit. If the culture industry reduces the art work and the artist to a commodity and a consumable celebrity it does so without requiring much in the way of critical engagement by fans. Alternatively many fans like to get together at conventions or conferences where they can meet other fans face to face or possibly meet people more directly involved with their fandom.