Well, geek culture and nerd culture overlap a lot, but they're not the same.

The former is about obsessing over consumption. Over music, videogames, film, anime, etc.

The latter is about pursuing an intellectual hobby that doesn't have a "real world" application, ie: that can't easily be monetized. Memorizing pi, soaking up trivia, etc.

And the overlap comes into play when it's creativity using already existing intellectual property as a jumping off point: say, writing fan fiction, or building elaborate pen and paper RPG campaigns.

We can totally appeal to those who are more nerdy. After all, for a worldview where we want to ideally hunt in the morning, to fish in the afternoon, rear cattle in the evening, criticize after dinner, without ever making any of those things our careers, that we must support ourselves with, there's totally wiggle room to swap in things like cosplaying, trying to make our own board games, etc ...