I think one of Bungie's major downfalls was who they wanted to market towards. When you think about it, if this game was suppose to last 10years, who is going to be playing it 10 years from now? The 30+ year old dad or the 10 year old kid? It would only be in Bungies best interest to appeal to a younger audience seeing as they will most likely still be customers and videogame consumers in 10 years. Thats why this game was rated T, thats why there is no blood, thats why there was no chat options in the first half of year 1. They shot themselves in the foot because they lost the "cool" fator and got greedy.