This is well based in corporate strategy truth. It is all a game.. with you as the prize... you meaning your money. There used to be ethics in business. It was legislated out of existence by greed. The only ethic left is; How much can I get away with. Throw out a little marketing based on a little psychology and a disturbing trend of undereducated and under informed populace and you have the Nirvana of Oligarchies. Baaa. Activision is one of those companies.