Does Bungie want to provide a superior gaming experience? Are they just serving investors? These answers should not be mutually exclusive, though Bungie seems misguided in their focus on only one side of the DLC equation ($$$$). The linked article offers insight Bungie seems to have missed. We all want DLC to enhance the game and add longevity to the gaming experience, as does Bungie. As a consumer, though we want value for our $$$$. Bungie seems focused on monetization, creating the incentives to spend $$$$, without considering acquisition and retention of players: "...the importance of DLC [is] for the acquisition, monetization, but more importantly, for the retention of users in social games." Not good to miss the "more importantly" part. I've seen SO many games that get caught up in stretching monetization that they lose sight of the correlation between monetization and great DLC. Games dependent upon DLC seem to become desperate to extend their lives when the money-faucet starts to go dry. They implement DLC to revitalize their revenue stream, but instead scare away the players by making achievements even more elusive. I can't imagine market research supports this strategy. The article adds: "Greater game longevity can be achieved with a constant stream of DLC releases that help players get a sense of continuing support for the game. It keeps player interest alive thus reducing the drop out. Plus, it can make players who stopped playing to come back and check the new content for the game." DLC should "enhance the gamers experience." Sadly, Bungie's DLC seems to be having the opposite effect based on many threads in this forum. The DLC is not enhancing the gamers experience hence the $$$$ return will be diminished. If they can improve the game with DLC they'll make more $$$$ versus their current strategy. If they focus on making the game GREAT, and the DLC provides improvements from the gamers perspective (not punish them for their prior play!) then the $$$$ will follow. An example of the Bungie mindset was "let's compel people to buy the expansion by limiting weekly activity to those that purchased the expansion." That just pissed people off. Bad move. There are BETTER ways. Like me, It seems many people have been open about identifying the problem. The games potential, however, remains compelling. I'd like to see Bungie fix their problems and generate genuine user excitement about this game. While it is going to be hard not to complain, my hope is contributors to this thread will present ideas that Bungie may use to improve the game. Couple thoughts: 1. Don't change the rules! When people work hard to achieve something, they don't like it to be taken away. Plus, when it suddenly becomes easier for less dedicated players to exceed one's achievements with less work that is frustrating. If you are trying to promote gameplay at least level the playing field for everyone. 2. Maintain progression. The DLC should provide enough new content for people at ALL levels to draw newcomers and seasoned veterans. 3. Utilize positive incentives instead of punitive ones to generate interest. Minds smarter than mine will likely have better and more detailed suggestions, but I though this could be a start.