When I first started reading GQ it was exactly that, namely Quarterly and a Gentleman's magazine. Sadly the days of sartorial preoccupation are gone, and although the fashion section is still alright, the whole magazine had moved down to nestle amongst the ranks of Maxim, FHM, and Loaded. There are mandatory cleavage shots in every issue, and the articles too have gone down hill. From being distinctive and having its own independent style and quality it has become just another lad mag, lacking the sophistication that once set it apart from the aforementioned publications. I would imagine that this trend will continue and in a couple of year's time it will be firmly nestled into the FHM type of magazine, where the articles are good for reading on the plane or train to take your mind off things, but have very little individual merit. The German version is better written although this too has started to become a slight victim of dumbing down. GQ should distance itself from these values or effectively it will lose its individuality totally and sink into obscurity. I am sure the late John Morgan would have a thing to say about its current direction. It is also semi locked into the cycle whereby you get the impression that you have read the articles before somewhere else, something that seems rife with FHM and Maxim.