I do think Hodinkee is less about horological passion these days. I believe the passion has been replaced by a drive to make money. Hodinkee has for a long time had a shop; selling mainly inexpensive items but now and then supplemented with a ridiculously overpriced item such as a watch collectors’ 48 pockets sports jacket. (The number is a bit of an exaggeration.)
Over time several of the writers/editors became more interested in influencing the market than merely reporting and interviewing. This was particularly obvious in the weekly vintage roundup where the editor would drive up bids on Ebay with current quotes and opinions on whether the bid was low; and in the main editor’s articles on pre-auction reports telling people what particular watches should surpass estimates. This actually led, in one instance, to a Patek selling way beyond the high estimate and the auctioneer giving a shout-out, from the dais, to this particular editor for his help- which the editor proudly reported in Hodinkee the next day.
Shortly after this event Hodinkee went big in the retail segment with LE watches, some quite expensive. And it’s been coming out with them steadily ever since. That’s been the emphasis for several years.