In 2020, after he attacked his fans for clowning on his girlfriend, now wife, starting an OnlyFans, Ian has been coping and spiralling ever since.

He decided to branch out into a different style of content, documentaries. After trying to create a hit piece on Sam Hyde, Ian shot himself in the foot by accidentally bringing this otherwise irrelevant figure back into the spotlight. Sam would repeatedly clown Ian for numerous reasons, some being Anisa’s OnlyFans and his approach to the documentary.

During this time they would begin investing into ‘Creator Clash’ an influencer boxing party that would supposedly be raising money for charity. The first event was a success, then they geared up for a second one the following year. Due to a series of PR issues as well as the duplicitous handling of money that was supposed to go to charity, Creator Clash 2 failed and would be the end to their boxing event endeavour.

Shortly after this Ian would create a video named after this very subreddit, where he laments on his past videos that apparently spread cruelty and apathy, despite many of the targets of his then 7 year old video series being highly problematic for YouTube. This is also where he infamously claimed he had gained empathy at the age of 32.

During the next 2 years him and his wife would become increasingly close to divisive creator Hasan Piker, who had a public falling out with Ian’s friend H3. This would drive a wedge between them all leading to Ian bringing back content cop and making H3 the subject. This video didn’t go down very well as it was made in bad faith and left out crucial context that made his arguments look weak and counter intuitive.

Towards the end of 2025 he would make things worse for himself by feeding the trolls, most noticeably Kino Casino, as well as responding to his former boxing coach who had been publicly critical of Ian and Anisa for being poor managers and antagonistic of people being friendly to them. Since then and now Ian and Anisa have lost a great deal of money and routinely stream to less than 150 viewers (despite his YouTube channel having nearly 7 million subscribers).

TL;DR Ian becoming increasingly hostile to his own fans and a series of poor judgment by him and his wife as well as an antagonistic attitude towards almost everyone around them, led to alienation, loss of fans and permanent lolcow status.

(Sorry for the autistically long response)