When I'm in line at the grocery store, I might pick up one of those tabloids. I might not even buy it. I'm just gonna sit there and read the headlines and chuckle at how stupid that stuff is, even though I'm reading it anyway.
I, personally, trust Valve. But I'm just saying, honestly, I think a lot of the industry doesn't.
The philosophy at Valve and Gearbox is that if things can't be done better, they shouldn't be done at all.
Demand alone might let a business case be created, but things driven by that will have a risk of being soulless. You need it being driven from both directions. You need the nexus between demand and creative passion that wants to make something.
Sometimes you stumble when you push yourself harder and you're trying to run faster or whatever. We forgive ourselves, pick ourselves up, and keep running. We don't cry and stop running because we skinned our knee.
When we shipped 'Borderlands 2,' we didn't ship it with a plan of how the level cap was going to increase. We didn't have any software built or strategy in place.
