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The whole line of reasoning they had in 2013 that they wouldn't over-hype with all the smoke and mirrors and just let the games speak for themselves is noble but wow did it ever backfire. This whole industry is based heavily on hype, without it, the games might as well not exist. People don't really buys games in store from just "browsing" and "trying it out" anymore. It's all media based, if it's not plastered everywhere it's not being bought.