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Well it's been a community tradition for the last 10+ years soooo....
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Been a thing for over 10 years man, was a thing back in halo
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It's a fan created day from back in the Halo days. Kinda like N7 day for Bioware/Mass Effect.
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It's a thing, their 20th anniversary Bungie Day was my favorite, it was the last Halo one and there were competitions, prizes, and the coolest items on the Bungie Store. Literally if you had won a game against Bungie and got Steaktacular, you received an Omaha Steak from Bungie and some prize bags. It's pretty cool if you're a fan, but I can see why someone who just plays the games and goes on the forums would think it's weird.
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Yeah... it's been a thing for over a decade.