It started as the name for articles to capitalise by drawing fan interest to one place. It then extended to the wiki farm and the company itself.
"Why are you rebranding? We want to enrich and grow the fan experience in ways that only being a media brand allows. Having one name—Fandom—that best reflects the broad experience rather than just part of it ties the whole site together under one powerful brand. And, we feel that the term Fandom best represents who we are: a comprehensive entertainment destination for fans to celebrate what they love."
Tl;dr corporate talk and engagement beyond wikis
