He signed up with one of those media management companies to help him promote and produce content. He mostly did it because he wanted to spend more time with his family, because he's not really a gamer and has been running out of games he played as a kid, and because he's kind of inept, to be honest. He made a behind the scenes video that showed just how ramshackle his workflow is.

Anyway, once he got that company involved, they injected themselves into his videos as well as write and edit,nand everyone was wondering who "these fat slobs" were? They just appeared with no introduction. The quality of his content took a nosedive around this time. They also started adding all sorts of new content, like rental reviews and podcasts that all died out very quickly due to lack of interest (and because they were mostly centered around the slobs rather than James). You could also tell James wasn't very interested in any of it.

Anyway there's more to it, but that's the big stuff.