Folks who play video games, and have seen the new Star Trek movie. Not targeted at those who have an opinion on Haskell and have an opinion on Torvalds.
One can, of course, be varying degrees of either and/or a mix of both.
All the culture producers are playing in to it because it's easy to make money that way. So rather than shunning the D&D players and trekkies like they used to in pop culture, they now target them because they realized there's more money in it.