Seriously, the fandom that surrounds Sherlock - and Benedict Cumberbatch in particular - is not to be sniffed at. Braving those tags on Tumblr is to be met with a torrent of gifs, hyperbolic blog posts and, obviously, countless shippings of Sherlock and sidekick John Watson (or specifically Cumberbatch and Martin Freeman in some cases). The show has a rabid following, despite having done about nine episodes, and that's spilled over into a generalised idolisation of the actor himself. There's only one other property at the minute to have whipped fans up into such a frenzy: Welcome To Night Vale. Oh and the Marvel Cinematic Universe, which has broken so many box office records not just because of the in-built geek audience, but by appealing to a bunch of other viewers as well. Including those who can make or break a film based on who you cast in the lead role, and when Marvel announced Cumberbatch as Strange? The internet pretty much broke down. That's just good business sense.