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Why the hell do they keep paying Clancy for his name?

Do the same people who read his books play these games?

Or do they have a blanket license for the use of his name and just apply it to any game that has a military theme?

Even if this game got stellar reviews, the crappy name would be enough to put me off buying it. The "H.A.W.X" part and the "Tom Clancy" part.