Imagine if you could put out a product that was generally thought of as mediocre by critics but still sold in huge numbers and generated stupid amounts of money. No matter how you added to this product going forward the reviews were always mediocre but people still gobbled it up without hesitation...That's Destiny.
There's no reason to go all out and do something radical and huge because the game is a cash cow. Why would they change?
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Yeah it'll die out eventually. The next gen systems didn't have a lot of good games when destiny came out. There are a lot of good options coming out that will force them to put some effort into the game. I'd rather buy 5 or more games a year than continually but 4 hours of re skinned content from destiny every couple months.
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I'm hoping Mass Effect 4 will blow it out of the water