It’s become somewhat cool and modern again with chess.com. It’s hard to ignore that. I quit playing competitively around when I turned 14 because it was so unpopular/geeky for someone that age, but with chess.com pushing marketing and streaming so successfully it seems much more likely a teen will carry on playing.
Yes, it's great that this game is finally getting popular. About time an up and comer took the crown away from Settlers.