As you said, this is nothing new. I posted this as a reply in another thread but thought I'd put it here too. Bungie isn't the first to do this and they won't be the last. Psychology is used to help sway consumers in everything from tv and radio ads, to movies, television shows, print ads, you name it ... when you dump millions in to a product, you want results, and psychology will provide them. http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior http://theweek.com/articles/451660/psychology-video-game-addiction Even color selection affects our brains which in turn drives other emotions / decisions (per the above image) http://www.helpscout.net/blog/psychology-of-color/