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Actually they started having nods to the fanbase in the mid point of Season 1. Derpy Hooves going from a typical bystander to a comical stooge character by the events of Feeling Pinkie Kee. Season 2 even gave her speaking lines with the infamous "I jut don't know what went wrong". Early comics also had a bunch of nods towards the fandom with issue 2 having an obvious Brony-inspired character who spoke in broken English and collected "ponays" and other hasbro toys. Micro-Series storylines even based some designs after fan art. Rainbow Dash's house was admitted to be based off fanart by the artist. Season 2 also had a few nods towards the shipping community, like that scene in A Canterlot Wedding - Part 2 with Dash and Fluttershy.Matthew Schroeder said:It took G4 like four seasons to do that.
Season 4 is just when they went ham with it, for better or worse.