I have spent years working strategic messaging and I can tell you beyond a shadow of a doubt that whoever is handling your corporate messaging should be fired and a real strategic communications effort establish. Rule 1 of strategic messaging admit your mistake and don't make excuses (especially when what you did was intentional). If it was intentional, say so. "we intended to use Eververse as a means to secure more funding for future projects." Rule number 2...don't insult your audience. There are a lot of very smart gamers... SOME individuals have IQs higher than some of your department's collective IQ. Bottom line: your consumers will forgive you if you are honest with them and treat them as intelligent well informed consumers. Bungie, I would venture that your very existence as a corporation is at grave risk, not slowly bleeding, but more like hemorrhaging while you attempt to stop the bleeding with band-aids. If you need some help with your messaging drop me a line and I'll be glad to help. I'm retiring in 12 months then I was gonna play Destiny into my old age... Something that seems less likely nowadays. Best of luck!