One year on Bungie Day they made a special playlist called Bungie v The World any if you matched with and beat the Bungie team your character was bestowed with the coveted flaming helmet. If you earned a steaktacular medal (winning by more than 20 kills) they mailed your whole team an actual, frozen porterhouse steak. These kinds of events were all done on a webcam and at one point, Frank O'Connor was playing drunk in a pink tutu.
Now tell me, as a newcomer to Bungie, can you imagine the current Bungie being or behaving that awesome?
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They are Activision's puppets now sold their souls for all eternity after the 10 year deal their rep will be gone.