As with many media industries, poor labor practices such as crunch—excessive, often unpaid overtime—are common within video game production. Researchers have addressed how industry structures normalize crunch, but game consumers’ integration in this process is less understood. This case study of comments (n = 1,080) on articles about crunch develops an overall perspective on consumer attitudes by coding whether comments support or critique crunch and then evaluating the comments’ main ideas. More comments supported crunch than critiqued it, often treating it as inevitable, justifying paid/short-term crunch, or comparing game development crunch to commenters’ experiences. Conversely, critical comments considered crunch’s negative consequences, blamed its persistence on executives, and advocated for better work practices across industries. While this piece focuses on games, the conclusions potentially speak across media industries by addressing the pervasive nature of “Do What You Love” ideologies and asking: Do consumers care about the conditions under which media is produced?