I'm one of those people who read consmer reviews like crazy. The article is dead-on about what is already happenening and what will happen. Like it was said, game companies rarely like taking risks, so they make game (or a sequel) that is already widely known, either from previous incarnations or from other mediums... Hence why we still have crappy movie license games, endless mediocre franchise games (Star Wars, Star Trek, the yearly NFL/NHL/Madden/whatever). And these things continue to sell like hotcakes because the *average* gamer/consumer wants to feel safe and not go for something that they have never tried before. Sure, there are some titles that that have had massive ad campaigns and continue to sell just because they really are good, Ratchet & Clank or Jak & Daxter for example. Though, these two titles are the few I recognize as "worthy money makers" in the otherwise big cesspool of mediocrity. Sadly, the truly unique titles get trampled and get only picked up by gamers who know their turf, and are always on the lookout for something that strays from the mainstream. Beyond Good & Evil, Magna Carta, ICO, etc. The japanese have a talent for making completely unique games, but these games rarely get out of the country (which I believe is because the developers and publishers over there are conscious about the ever-increasing homogenous nature of the gaming industry in the west)... The european market is another matter, since it's largely dictated by well-known US releases and the PAL region extra work. Sure, they take their risks sometimes, and gamers rejoice. Personally, KOEI is my new god in gaming. I wonder if EA will eventually become the next Atari? It'll take really flocking long, but it might happen...