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Proclus said:
I don't see the problem with "milking", as long as you keep the quality up, people will want the product,ex: Halo, Mario.

The problem occurs when quality is not increasing enough or actually decreasing to warrant the new product, and therefore receive flak, ex: COD

CoD is the only game that doesn't fit with that. Consistently selling 20m is the very definition of how to have a game come out in a way that is not milking.