When something simple and good goes horrendously or stupefyingly bad. Usually pertains to MMO games. Origination of this word is derived from the browser-based MMORTS game 'Lord of Ultima'. Developed by Phenomic, an EA studio. The game had attracted many players with it's straightforward and addictive gameplay, but through numerous patches and "improvements", Phenomic has ruined it by dramatically changing gameplay mechanics, or not completely testing functionality in updates, thus chasing away countless players and destroying months-long experiences for many others.
The new MMO game intrigued players during beta and so word of mouth spread, attracting many new players. But then as updates were released, most players /quit with a parting message of "this game is phenomically bad".