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Couple of people have asked me this now, so I should probably answer it.

IMHO, it is FINE to include niche jokes in your stuff as long as:

1) It's easy to Google
2) It's a cool thing. So when they Google it they go OH SHIT THAT'S A COOL THING I NOW KNOW THANKS WRITER PERSON
So that's why I'm happy to drop jokes about Esso Tokens, or Star Wars Pogs, or Goat Simulator, or the risks of hyper-inflation in the world of D&D.

Because the nice thing about written comedy is people can go off, Google, fall down a rabbit hole, come back and enjoy it even more
Basically, as long as someone can work out what you're talking about in about two clicks via Google then it's not exclusionary. You're just helping them discover cool new things.

If the joke requires something that CAN'T be searched, though, then you're just being a snob.
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