They went from a beautiful spot color printing to the same process color everybody else used. Got bought by a German publishing conglomerate. Looking back I can already see the signs of physics "jumping the shark" because of the articles that came out in the early 1980s that conflated inflation and the Higgs field because... I guess you could in the early 1980s.
I did my PhD and then got settled in the software business and did not pay a lot of attention to SciAm, especially because they never had a particularly porous paywall. I did notice the stupid "woke" editorials a few years before the right-wing trolls noticed them. I had lost interest long before then.
Susa Faludi wrote a book about the "backlash" to the feminist movement which had actually accomplished something. Unfortunately there are a lot of people today who believe in struggle for the sake of struggle and will fall behind a standard that will maximize their experience of backlash without doing anything to help their situation (e.g. bloomberg businessweek runs gushing articles about Bernard Arnault and $3000 a night hotel rooms and $600 bottles of wine but you know they're on the right side of the barricades because they always write "black" with a capital b)
It is a selfish meme though and very much likes the backlash because the existence of the backlash confirms their world view.