I especially like the idea in modern games of allowing the players to access their computers and Google to investigate references. This would be a kind of game hacking I would encourage in modern games as it would be a type of research skill and it would also allow the players real world practice at research and investigative skills (among other things). I'm going to adopt this in some of my more modern games.
That would work really well, provided the players did not spend more time looking up/reading online than gaming.
In the case of references to diGriz and others, I prepare notes beforehand - usually taken from real internet entries to get the style right, often abridged if it's going to take too long to read it all, then add anything relevant to the game world. If the players bother checking out the reference, I have it on hand; if not, it usually took me less than a couple of minutes to prepare, anyway.
For diGriz, all they got was a very shortened version of the wikipedia entry on the Stainless Steel Rat books by Harry Harrison - including the blurb about stainless steel rats in a steel and ferro-cement world - so they only learned where their netrunner got the name and perhaps might want to speculate/theorise why that name was chosen.
For Max Headroom, they got a shortened wiki entry plus I had to write a bit about how and why a genuine CGI version had "recently" been made from the original series.
For me, that keeps the amount of sitting around reading stuff down to a manageable level and frees up time for getting on with game play.
BTW, it's not just something I do for weird pop-culture references. I also create "wiki entries" for other places, people, organisations etc in the game so they can "research" other things in the same fashion.
Sometimes the info they pick up may be relevant to various plots going on around them, sometimes it might be something handy to know, sometimes it's just irrelevant useless information that may or may not elicit a laugh.
It's up to the players to work out which is which - if it's relevant to what they've chosen to pursue.
While most pop culture references or shout outs to previous games and characters etc are just going to be little in jokes, it's not impossible that one of them be somehow relevant to something - if only a clue as to how others view themselves...