Well, when you're talking about player expectation, I mean you're, you're talking about marketing, you're talking about PR, um, you're talking about promotion, like all that stuff to communicate to the gamer what that is. That is important. Um, and when you are successful - the example you used was Call of Duty - when you're that successful, it's, uh, a prison as much as it is a palace, right, because you have gamers that have - that expect certain things. And if you don't provide them, then, you know, they may - some of them may turn on the game. Like, you know, take a game like Halo, Halo franchise. In Halo ODST, which was the fourth game in the series, um, they introduced a firefight. Um, and so they had that, which was their sort of like take on Horde, sort of survival, four players playing against AI opponents. Um, so, they had that for two more games after that. And then, in the most recent game, Halo 4, they took it out. And some people were extremely pissed about it. In fact, the worst review they got, which was like a low outlier, um, specifically complained about the fact that they had taken that out of the game. So, you know, there's an - and, and again, because of the power of the Internet, you know, elevating these voices, um, there's this sense now in all media of sort of shared ownership, right, that's sort of - you know, you look at the, the furor over Mass Effect 3 and the ending. Um, you look at the reactions to Game of Thrones, you know, and all these kinds of things. Like when a lot of people feel a certain way about a lot of things - about a, a specific aspect of a game, a specific feature that's been removed, or all of these things, um, you know, they rise up. They get very vocal, and they can find each other, and they can sort of - you know, it is a force multiplier, right? And so that's the thing, is that, when people are investing so much time and attention in a particular game, in a particular franchise, um, they start to feel an ownership over it. And as a developer, um, you don't necessarily have, unless you seize it for yourself and sort of deliberately say - there are developers like Criterion, um, which makes racing games, and they sort of say like, you know, for people who really liked Burnout 3 or, uh, you know, Burnout Paradise, and they sort of say, "Like we did that game." "We're not making that game over again. If you want to play that game, take it out of your closet and play it, because we're not going to make that game over." But you have to have - you know, you have to be real - have a really stern backbone, um, in order to pull that off, because, you know, like they say, it's a - it's, it's show business, not show art.
