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I think arguing that there's NO reason gaming groups are inflexible is also an oversimplification. I don't think it's necessarily anyone - GW, FLG, youtubers, whomever else - villainously twirling their moustaches guffawing over the success of their scheme to convince people not to play other ways, to be sure. It's just clearly the case that in this time period a lot of people do default to wanting online-oriented engagement with their hobby and gaming, and THAT seems to involve a certain level of wanting to fit into a perceived community and have a common basis of talking, so if you happen to be in a place where, the local sociology is such that people tend to play at game stores, or there's one big club in town, or you're in a place where there's not many gamers, etc. etc. you'll adapt your behaviour.
Like as a casual example, if someone posts in a tactics thread about some unit that dakka/metawatch/BCP has decided is bad, and when questioned responds that their group has a rule where it's less bad, or they play with different layouts or scenarios, it's just harder to talk about than if we're all playing 2k games on symmetrical L-shapes to practice for going to the next regional, and your capacity to find something else isn't solely a matter of individual agency absent any input from how socializing on the internet works.
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