Cayde is their golden boy. It is the only character I think anyone has ever cared about spare maybe drifter. No one cares about zavala, ikora, Amanda or anyone else. They have tried desperately to make crow a thing and everyone hates him because it was forced so hard. Cayde was the only one that was written well enough that the community liked him so when they desperately need a pick me up, they abuse the character? Game is in the dumpster? Make all of the marketing about the beloved character dying. Bam, forsaken. Need bs lore entires throughout the years, bam cayde lore books and past experiences. Game is going toward the dumpster again? Bam, caydes back baby. The games story team has the collective skills of a middle school classroom writing fanfic in their spare time. It's a shame because the lore is fascinating and gets nowhere near the attention it deserves.
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The only issue with this is that the story has been written for quite a long time. This was a planned thing long before Lightfall released. Especially when you have to factor in the time it took planning and rendering everything even for the little teaser they gave us. There were leaks about Cayde when Lightfall launched so this was a semi known thing that was always taken with a grain of salt. Now, sure, it 100% is marketing, but this was planned for a long time. This isn't like, "Oh man Lightfall did bad, what can we use to get people back? Oh, I know, lets use Cayde!" They wouldn't have enough time to do that between Lightfall and now with leaks popping up so soon after Lightfall's Launch. I almost wonder if they knew that Lightfall may not hit how they wanted. But I like to have some hope that maybe FInal Shape can turn things around to go out on a good note. Either way i won't get hopes to high so i can hopefully be pleasantly surprised.