Bull! If I pay AAA prices for a game, I demand a hell of a lot more than 10 hours of gameplay. I'm thinking more along the lines of an hour for every dollar. The way I see it, a game really can't be too long. I have literally hundreds of hours (each!) in games like Oblivion, X3, Fallout and Mass Effect; whereas I wouldn't spend more than $20 for any Call of Duty type game. Gamers too impatient to play a game more than 10 hours long are, to me, like those who thought the Lord of the Rings movies were too long - not worth wasting O2 on.