The other night on Las Vegas (eeeeek! - hey I support the guys who are always trying to rip off the casino, power to them).
One of the conmen who is trying to beat the house (hey, does that sound familiar?) tries to cover his evil plans by pretending to be a geek (and therefore harmless - tell that that big softie Bill Gates). Signifer of geekdom - mention Star Wars.
Also a good reference in a show I like - Scrubs first season episode My Two Dads.