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They don't want originality. They want new IPs based on proven formulas. That way the get quality and the appearance of originality.

That's why Okami is Zelda with a new look and a new mechanic (still an awesome game though), but it's praised as original and fresh when it isn't (like Zero Punctuation acting as though that would breathe new life into Zelda, completely ignoring that Okami sold a fraction of the Zelda games).

That's why Gears 1 was praised as bringing new things to shooters, but 2 was called more of the same.



A flashy-first game is awesome when it comes out. A great-first game is awesome forever.

Plus, just for the hell of it: Kelly Brook at the 2008 BAFTAs