Making people who claim to hate their game still play the shit out of it, and go on their forums.
Bungie wins.
English
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It's like your best friend
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Yep, it's a gambling addiction without the risk.
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Even better, it's the ultimate "get your mates together" neutral ground. Everyone has an aspect of Destiny that they play and enjoy to some extent, there isn't an activity that doesn't support you getting tag-alongs and the themes combine with it all so well.