The popularity of grunge resulted in a large interest in the Seattle music scene's perceived cultural traits. While the Seattle music scene in the late 1980s and early 1990s in actuality consisted of various styles and genres of music, its representation in the media "served to depict Seattle as a music 'community' in which the focus was upon the ongoing exploration of one musical idiom, namely grunge". The fashion industry marketed "grunge fashion" to consumers, charging premium prices for items such as knit ski hats and plaid shirts. Critics asserted that advertising was co-opting elements of grunge and turning it into a fad. "Entertainment Weekly" commented in a 1993 article, "There hasn't been this kind of exploitation of a subculture since the media discovered hippies in the '60s". Marketers used the "grunge" concept to sell grunge air freshener, grunge hair gel and even CDs of "easy-listening music" called "grunge light". "The New York Times" compared the "grunging of America" to the mass-marketing of punk rock, disco, and hip hop in previous years. Ironically the "New York Times" was tricked into printing a fake list of slang terms that were supposedly used in the grunge scene; often referred to as the grunge speak hoax. This media hype surrounding grunge was documented in the 1996 documentary "Hype!". As mass media began to use the term "grunge" in any news story about the key bands, Seattle scene members began to refer to the term as "the G-word".