Basically he went on a game show
From the fucking article:
That natal idea, and one of the themes central to all eleven developers agreeing to travel to Los Angeles for the shoot, was the production and filming of a game jam for a televised audience (or at least a YouTube audience) with the intent to document the ups and downs of actually developing a game
The developers agreed to produce a documentary, it was the sponsors that tried to turn it into a reality show. The only drama they were expecting was game crashes and bug fixes, ordinary issues that occur when developing a game.
At some point which remains unclear, the show wholly dipped into a scripted reality slant and became less about making a game, and more about creating drama for sake of the audience, less than one day out of the four blocked off for shooting available to sit down and jam. The rest of the program, as it turned out, was filled with arts and crafts, physical challenges and competitive gaming â" once again, totally unrelated to game development. But that wasnâ(TM)t communicated to anyone, and through Polarisâ(TM) local contacts, the developers were signed up and flown out to Culver City, where they awaited their first hurdle in Makerâ(TM)s legal department.
So not only did the developers initially agree to the documentary format, but when the format was changed no one thought to ask the developers if they were ok with this? I am guessing that if they had known beforehand they would not have come. When they did find out they rejected the initial contract and had reservations about the show. This snowballed because of Matti Leshem's attempts to impose branding restrictions and incite drama where there was none, causing the developers to form ranks and reject the show entirely. They decided they didn't have to stand the shit and instead threw it back in the producers faces. and I really can't blame them. Next time the companies want to make a reality show, tell the actors first.