The innovation was that it turned the majority of FPS games from restaurant-style meals to mass-market fast food crap. You don't sit down and appreciate the experience anymore, you glob ketchup or mustard or whatever your choice of condiment is while slurping on a jug of mountain dew. The worst thing is that even the restaurants are picking up on these ideas. No longer does the chef put his heart and soul into the meal - you get a "vanilla" dish and pour steak-sauce, ketchup, and all sorts of other condiments over it as well. People might argue it is no longer commercially viable to deliver a specialty burger that can't be tweaked to the customer's individual taste, but perhaps the problem is in the financial angle, not the product itself. Perhaps enough people would be willing to pay 50% more and support the meal with dessert-LC, if the experience delivered a premium experience.