I came late to the site, but my initial interpretation was that it was positioned as a niche lifestyle platform for a particular set of watch collector or enthusiast, specifically someone who also wanted air cooled Porsches, double breasted coats, and every damn watch to be 36 to 38 mm.
I developed a very specific loathing of the tone of one or two of their writers, and the podcast ratchets up the prior mentioned tone to an unbearable level for me.
Their move to a brick and mortar retail space is an interesting choice, but one that is probably the truest indicator of the slide I've heard from many people and above on this thread.