2. when something/someone is lame or not cool
Derived from situations where using the time as an excuse. Example: Billy, who is collectively hated by most people at the party, enters the party in a loud and attention-grabbing fashion. Party-goers say "Well, it's late, I better get going," when really they just don't want to be associated with Billy.
2. Justin is late because he tries so hard to draw attention to himself.