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Some games that I'm on the fence about have demos. If the demo sucks, it has mere seconds to hook me. I'm not kidding. X-Blades turned me off almost instantly. The same for Kane and Lynch and a host of other games that I would have wanted to buy.

As for retail games, if I already bought them, I'm willing to give them an hour. If I don't feel the magic by then, it's going on the shelf. If its a game that I KNOW is going to be epic (like FF13, Heavy Rain or Mass Effect), there's no limit to the amount of time I'm willing to give.