True. But that's because shareholders are greedy, and if you don't meet their expectations----in terms of increasing the value of their investment in your company-----they pull their money out and invest it somewhere else. So shareholder behavior and expectation, unfortunately, drives corporate behavior. ....and the typical investor in a video game publisher like Activision is NOT a gamer. So the dance is trying to please both investors and customers...which is what Activision tries to do. Or just seek to please the investor and DARE the customer to go somewhere else (because you have a monopoly on a particular product)....which is what EA does. I don't think Activision will change the nature of Destiny. But I do think MTXs will become a bit more of a presence in the game....and they'll also try to speed up the cycle of content delivery that they can charge for. Also what they are doing with offering the base game for free to "lower the cost of entry" to the game....and the risk associated with trying out the game.....is very smart marketing.