Guys, this article is off base. While I agree that there are way too many people in this generation just willing to fork over money so readily (you have no idea how many friends I have who just buy stuff randomly whether or not they're good, and throw it away if they're dissatisfied and just get another game within the hour), but 'how little a company has to do to get consumers' money'? WHAT? Assassin's Creed 2: Is it that easy to make a sequel that improves in every way on the original? Is it that easy to make such a universally acclaimed game that its sequel is, to the eyes of those who played the second, without a doubt going to be worth it? When you start a franchise, a beloved one no less, and get everyone so hyped up about it, and have their faith in your product before it hits shelves, before it even shows its gameplay much, then that, my friend, is not an EASY feat. I don't see this argument for Mass Effect 3 or Uncharted 3 pre-orders. When you have faith in a company, just like I have faith in Naughty Dog and Bioware, then you know they're going to make quality games. And that's why it's not easy to get gamers' money. Except, with some exception. Talking about those who just throw their money wherever it lands. But they're a minority. I don't preorder games, but I'm damn sure that AC3's pre-order sales aren't just a result of random, gullible consumers. Ubisoft - excellent job.