the position of Editor-in-Chief until February 2007, when Christopher Grant took over after Cole took a job with Microsoft's Xbox division. Weblogs, Inc. was acquired in October 2005 by America Online. On November 21, 2005, coinciding with the North American launch of the Xbox 360, Joystiq welcomed its first spinoff project: Xbox 360 Fanboy, a blog devoted solely to the in-depth coverage of its namesake hardware. For the next three weeks this trend would continue, with PSP Fanboy launching on November 28, WoW Insider on December 6, and DS Fanboy on December 12. On February 15, 2006, a sixth blog was introduced: Revolution Fanboy, (which was later renamed to Nintendo Wii Fanboy), while March 29 heralded the arrival of PS3 Fanboy, completing Joystiqs trifecta of specialized next-gen coverage. While some have criticized the practice of splintering off Joystiqs primary areas of expertise as nothing more than a thinly veiled bid to increase traffic, Jason Calacanis has justified these actions by asserting that as Joystiq grows so too does its potential audience, and thus separate blogs are necessary to fulfill these specialized niches. On January 26, 2006, Joystiq coined the phrase "DS phat", a nickname for the old-style Nintendo DS that helps differentiate between the old DS and the DS Lite. On November 2, 2007, Massively was launched to cover MMOs in general. On January 27, 2009, the Fanboy sites were rebranded and integrated directly into the main Joystiq site. DS and Wii Fanboy were merged into Joystiq Nintendo, as were PSP and PS3 Fanboy merged into Joystiq PlayStation, and Xbox 360 Fanboy became Joystiq Xbox. Until 2010, these sites continued to feature specialized posts in addition to relevant content from the main Joystiq site. On June 11, 2010, as part of the new "Futurestiq" iteration of the site, the three platform-specific sites shut down, with staff folded into Joystiq full-time. In January 2012, Ludwig Kietzmann became the editor-in-chief after Grant left to form a new video game news website with Vox Media, owners of The Verge, known as Polygon. Shutdown In January 2015, co-owned blog TechCrunch reported that AOL was planning to shutter underperforming content properties, particularly in the technology and lifestyle verticals, to focus on its stronger properties, video, and advertising sales. On January 27, 2015, Re/code reported that Joystiq was among the sites that were "likely" to be shut down as part of this restructuring plan. Readership of