Well, for one thing, you can't buy Hyperion guns if you're dead.
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so its a giant scam to get you to spend all your money?
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Yep. And they charge you to respawn! Commercial genius.
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"Don't think of the New-U charges as war profiteering, think of them as war...fun!"
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ah wow its brilliant, cost effective and evil cool, one of these days i really should play borderlands.