Mostly using irony for attention with absolutely no substance to it. Dressing like Lumberjacks (not the grunge look) but actually expensive plaid, legit lumberjack look, beard transplants for those who can't grow them due to having exactly zero testosterone. They usually talk in weird comic book riddles and unusual contexts to seem a lot more interesting and insightful than they actually are whatsoever.
Some started doing BJJ because... you guessed it, the irony of it being thought of and starting out as trained by people they were not: athletic, competitive, intense, masculin etc and BJJ is the least likely (at least they though it would) to hurt them physically. Most quit immediately or have McDojo belts.