As much as I hated that guy, Steve Jobs explains it the best. Because he was indeed a clever person. Please Bungie. Listen to this and ask yourselves if you are really "listening" to us. Cheers!
First of all, why’d you hate Steve Jobs? You didn’t need to mention that. Secondly, most of us already know that’s how it all works. It happens 99% of the time to companies, it’s not really big news