"zashkvar" is one of those foreign slang words that really ought to be imported into the english web. It's rough meaning is something like humiliating yourself or becoming lame by associating yourself with something or someone that is humiliating or lame. It stems from Russian prison jargon in which coming into casual contact with an inmate who has been raped is considered zashkvar but it can be used in a wide variety of contexts, e. g. using a place populated by an obnoxious userbase or subscribing to an ideology endorsed by obnoxious individuals would be considered zashkvar.