It is serious. It's about developers taking the piss out of fans and being very obnoxious in interviews about their lack of ethics.
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It's business. What he said in his interview is the simplest truth about business strategy. When u see something you feel you want you will spend the money for it or you won't. Depends on how and what you value!
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That is true but usually they take things like that to your suave PR and marketing department not some overweight out of touch creative director.
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It's bad business. 100%. Respect your customers or lose your image. Bungie have damaged their reputation plain and simple.