The 'Sweet Baby Inc Detected' controversy stems from a Steam curator group created in early 2024 to track video games influenced by the narrative consultancy firm Sweet Baby Inc. The group became a central pillar in a massive cultural debate regarding diversity, equity, and inclusion (DEI) in gaming, leading to intense discourse across social media platforms like X and Reddit. Memes usually feature the group's logo or the 'Detected' alert to signal a game's involvement with the firm, often used to either criticize modern narrative directions in AAA titles or to satirize the level of scrutiny applied to the consultancy firm by online communities. It represents a significant moment in modern gaming culture wars and consumer transparency movements.