If we're just making the same genre of game over and over and over, we're being lazy. You know, I know for a fact that games like "Halo" and "Quake" are popular, because they sell tons of units, right? "Grand Theft Auto" also sells tons of units. And there's a place in the industry for that. But I want to do something that's meaningful and helps move the industry forward- which isn't to say that games like "Grand Theft Auto" aren't great games, or have their own place or meaning in the industry, but there's a lot more that we can do. So if I see 2010's, or 2011's slate of games and they happen to be fifty-percent violent, you know, I'm just going to think about the industry and how...we're not living up to our fullest potential to bring great products to the market. There's so much more out there. The industry was taken by surprise by the success of Facebook games like "Farmville" - well, hello, there's an entire audience out there who wants entirely different kinds of games, entirely different kinds of relationships, and luckily, and I'm really grateful to how these social gaming companies are paving the way for the rest of the industry to think about the industry, as a business, rather than as a cottage industry playing to the habits and the comforts that we've known for so many years.