Comic fanboy madness, and hyped-sale comic excess began in the late 1980's and early 1990's, along with the madness of Collectible Card Games. Quickly latching onto the coat tales and helping keep things moving along was Wizard Magazine.
Now, after a decade of advertising and fad-following, the shock news of the week is that Wizard is Dead.
A more enlightening point of view is provided by this iFanBody interview with a Former Wizard Employee.