Submitted by Abriael 829d ago | rumor

Microsoft’s Entertainment Head Don Mattrick Leaving to Take Top Role at Zynga

According to sources close to the situation Don Mattrick could be leaving Microsoft as early as today. (Don Mattrick, Microsoft, Xbox 360, Xbox One, Zynga)

Update Zynga officially confirmed Mattrick's hiring with a press release:

Credit url: dualshockers.com
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Is this rumor true? Rumor votes 131
« 1 2 3 »
jc48573  +   829d ago
sooner the better. I've never been so offended by this guy.
Abash  +   829d ago
Doesn't look good, him leaving would look like he's jumping ship and has no faith in the Xbox One after the way it was received. I'd like him to leave but this will look very bad for Microsoft right now
LOGICWINS  +   829d ago
Investors might not like this, but consumers won't give a woot. I'd be surprised if even a tenth of 360 owners knew who Don Mattrick was. Major Nelson leaving on the other hand would be very baf for MS' games division.
da_2pacalypse  +   829d ago
Or maybe MS is letting him go for saying so many stupid things lol


I'm pretty sure people know him as the guy who suggested people buy xbox 360's instead of Xbones lol
#1.1.2 (Edited 829d ago ) | Agree(92) | Disagree(6) | Report
aiBreeze  +   829d ago
I think many skeptics like myself will assume him leaving is just a credible way of saying he got the boot for his failures on the Xbox 180.

Not only that though, I disagree about it looking bad.. as a predominately Xbox 360 gamer who currently has a very low opinion of Microsoft, Mattrick leaving the team is the best news in a long time. May the others who shared his vision for the Xbone soon go too!
#1.1.3 (Edited 829d ago ) | Agree(49) | Disagree(6) | Report
Baka-akaB  +   829d ago
Nah , let's be fair , as uninteresting as the XB1 reveal was for me , however offensive was the whole DRm debacle , and however hyped i might be instead for the PS4 .... whatever he did , we'd be throwing rocks at him and/or MS .

If he stayed you or others would be complaining about MS ignoring our feedback ... and now that he has no faith if he leaves .


And for once everywhile , i'll agree with Logic ... the general public doesnt know most public gaming figures , especially hardware figureheads , and wont care .
#1.1.4 (Edited 829d ago ) | Agree(19) | Disagree(1) | Report
LOGICWINS  +   829d ago
2Pac, VERY few people pay attention to things like that. Not everyone constantly researches MS' bad PR moves like people on N4G.
Blacktric  +   829d ago
Oh God this is so fitting...

A retarded executive who literally ran the branch of a huge company into the ground in terms of PR and target audience focus in the last 4 years is now becoming the head of a studio that's known for stealing ideas and making unoriginal and crappy casual games.
abzdine  +   829d ago
panic on board at MS ship right now! i think this might be the last MS console we ever see.
-Alpha  +   829d ago

I think it can only be good news, since he is often seen as the cause for Xbox's downfall and shift in demographic focus. At the very least, he was a terrible face for PR.
#1.1.8 (Edited 829d ago ) | Agree(19) | Disagree(2) | Report
solidworm  +   829d ago
Your kidding right? The sooner MS ditch this fool the better for them. Sadly the damage is done, whoever gave this tool a job in the first place needs sacking next.
Dlacy13g  +   829d ago
After the screwed up MS reveal and E3 180 for Xbox One I am sure investors are actually going to be happy to see him leave. I think this whole debacle has been soooo mishandled (ESPECIALLY BY HIM PUBLICALLY) that there was no way he was keeping his job in light of Steve Ballmer talking about wanting to shake things up.
NewMonday  +   829d ago
this is finally good news, this is the man that turned XBox into a Kinect machine, the one that set up DRM and TV TV sports TV.

the Xbox ship can finally turn around, it will take time for them to dig themselves out of the hole he got them into.

Phil Spencer has a good eye for games, hope he gets the nod.
da_2pacalypse  +   829d ago
@logic Dude, he said that on Spike television. That was seen by a lot of people lol
iceman06  +   829d ago
@LOGICWINS..."VERY few people pay attention to things like that." True, but shareholders DO. Once those pre-order results weren't showing what they wanted, there had to be a reason (read scapegoat). I wouldn't be surprised if this was a "find a job so it doesn't look like you were fired" situation. It's rare that you see higher ups actually get fired. They get restructured, seek "better" opportunities, etc.
BallsEye  +   829d ago
No. It looks more like he screwed up with his ideas ALWAYS ONLINE and DRM. Now he's getting his punishment.
Boody-Bandit  +   829d ago
I said after E3 that his head should roll and it is. Best decision MS has made in a long time. I can't stomach Mattrick. He comes off as a pompous smug D-bag that has no enthusiasm towards gaming but only the money MS stuff his bank account.

MS needs to replace him with someone that isn't just another corporate shill / puppet. They need another front man like Peter Moore but a younger cooler version that actually enjoys gaming and doesn't come off so pretentious and arrogant like Mattrick does all the time.

Every time I saw Don on the stage my skin crawled. Ding dong the witch is dead. Can you tell just how much I liked the guy? /s
#1.1.15 (Edited 829d ago ) | Agree(11) | Disagree(0) | Report
ChozenWoan  +   829d ago
I wouldn't be surprised if in a year from now all Zynga games where going Xbone exclusive.

I'm just saying it could happen.
dedicatedtogamers  +   829d ago
Keep in mind that Mattrick was the one who prompted the development for Kinect when he joined on 2007. Let that sink in.

I do think it would be fantastic if Don Mattrick left (he was head of EA's global studios for 25 years, so I have no faith in him making a console for hardcore gamers) but this does send a terrible message.

Who would replace him? Hopefully it would be someone with a good sense on what the gaming market wants. The problem is that the entire Xbox team is out of touch, not just Mattrick. Remember Adam Orth? He wasn't exactly a high-ranking official and yet his mentality was a reflection of how everyone was thinking within the XBox crew. Mattrick leaving would be a good start, but it would only be beneficial if the other suits within the Xbox team also leave.
#1.1.17 (Edited 829d ago ) | Agree(14) | Disagree(0) | Report
MizTv  +   829d ago
He is a tool
But after e3 I think he new his time was up
Mystogan  +   829d ago
Nah man nobody gives a shit about him, investors maybe, he has a very good looking resumé. but this is very good news for gamers.
Virus201  +   829d ago
Whoever said that this has anything to do with his confidence in the X1?

It makes more sense to me that he was probably asked to leave based on his terrible public relations. Sad part is, fanboys will spew that same bullshit endlessly based on no facts whatsoever to make themselves feel better.
andibandit  +   829d ago

"Doesn't look good"
"he's jumping ship"
"no faith in the Xbox One"
"very bad for Microsoft"

Well you certainly got the ball rolling, i'll add some more

..soon we'll see MS employees and investors throwing themselves off tall buildings, the Windows operating will be pulled off the shelves and seize to exists and Ballmer and Gates will end up living on the streets.
#1.1.21 (Edited 829d ago ) | Agree(9) | Disagree(3) | Report
Mainsqueeze  +   829d ago
Hopefully they get someone in charge who's all about the hardcore AAA titles now and not this guy. I felt he was single handedly one of the big reasons why people hated the xbone so much. I feel like this is a blessing for microsoft.
headblackman  +   829d ago
not at all. it looks like he's stepping down to keep from getting fired. it was only a matter of time and this is only helping him to save face. it has nothing to do with a sinking ship. him leaving means nothing bad for Microsoft. only good. Xbox will never sink. it may waver a little with all of the bad press that's been going around for them, but when the games and entertainment lovers actually get this hardware in their hands and play it for themselves, all of that will turn around quickly. and from there the full concept of the console will be truly known to the developers and the gamers as the system continues to move forward into a healthy life of prosperity.
#1.1.23 (Edited 829d ago ) | Agree(2) | Disagree(2) | Report
inveni0  +   829d ago
Wait...what does this mean for TV?

Demobot  +   829d ago
He didn't leave. He was fired fool. That much should be clear.
SilentNegotiator  +   829d ago
"Investors might not like this"

mewhy32  +   829d ago
Wow this Xbone thing just get worse and worse for Micro$oft. Sony and PS4 all the way baby!
gaffyh  +   829d ago
He's been fired, they're only saying he resigned to save face.
rainslacker  +   829d ago
I understand why everyone dislikes Mattrick. Never been a huge fan of his. But do all these people saying that it's such a great thing he's leaving really believe that the proverbial ship is going to be righted with his departure.

Keep in mind that MS isn't a company that has one guy making all the decisions. Everything they do is focus tested to make the most money. Mattrick may have pushed for the late-era 360/X1 focus, but don't think that if there wasn't tangible possibilities to maximize a companies directive that they would have gotten anywhere. Everything going on with the X1 since it's reveal is exactly the ideal that MS set out to achieve since first getting into the console business. The back-peddling on some policies was because they realized it would jeopardize that goal.

What it comes down to is that the new boss is going to be the same as the old boss. At most you all can hope he is more careful with his words when speaking to the general public to not make such an ass of himself or MS.
RyuCloudStrife  +   829d ago
I learned to hate that guy really quick. And the other stupid microsoft puppet that was at E3 whatever his name is. They are all annoying and annoying looking.

I'm not a fan of M$ anyways, so it might just be that...
#1.1.30 (Edited 829d ago ) | Agree(5) | Disagree(0) | Report
LOL_WUT  +   829d ago
If only we could get Iwata to do the same hopefully this brings good stuff to Microsofts camp ;)
sak500  +   829d ago
"panic on board at MS ship right now! i think this might be the last MS console we ever see."

Sure just like ps3 was last console by sony since their top execs like Ken K, Phil harrison and few others left this gen. U'd think one person leaving means company is going to close down? U mush be in junior school.

His last words @ MS "$499 LOL I effed u MS"
#1.1.32 (Edited 829d ago ) | Agree(1) | Disagree(0) | Report
Kevin ButIer  +   829d ago
Phil Harrison appointed to Don's position... infiltration COMPLETED

badboy776  +   829d ago
I think this may be Microsoft's last Console.
Baka-akaB  +   829d ago
Maybe , maybe not . If thing went their way , it would definitively be their last , as they would shift to full on digital and streaming/downloading games to tv , pc , mobile , tablets , boxes for gaming among other content .

Now they might actually need at least one more for further phases to convince the public
#1.2.1 (Edited 829d ago ) | Agree(5) | Disagree(2) | Report
SouthClaw  +   829d ago
Typical moronic comment from a child. It was more said the PS3 would be the last Sony console after all the hacking problems. It was more severe than most people know. So if a company can come back from something like that then I'm sure Microsoft will be ok. Get over yourself.
Dlacy13g  +   829d ago
IF its there last console it will be because they are moving to a service base that works on many types of hardware. But don't fool yourself into thinking MS is jumping out of this industry. MS see's this industry as one of the pillars to entertainment and they like that space alot as a piggy back to their other service / hardware offerings.
Prime_28  +   829d ago
Microsoft are rich, sony are not. If anyone is leaving the console market it's sony.
#1.2.4 (Edited 829d ago ) | Agree(18) | Disagree(40) | Report
SilentNegotiator  +   829d ago
I just hope it's their last Don Mattrick.
BISHOP-BRASIL  +   829d ago

I don't think anyone is going anywhere in this market, but what you said is just stupid. Just cause on competitor has more money than the other, doesn't mean they'll spend it all on competing. Rich people don't get rich by spending everything to win at any cost... If it was a lost cause (which I don't think it is) they would simply cut out the branch that's leaking money and move on, not trow more money at the problem.
Ritsujun  +   829d ago
Awww, Prime's mad.
AngelicIceDiamond  +   829d ago
Hmm, MS could get somebody better.
CoolBeansRus  +   828d ago
Is this a promotion? No, just another way of saying, we dont like you here.
Smurf1  +   829d ago
He didn't know how to speak but his business skills were good.
MariaHelFutura   829d ago | Off topic | show
Voozi  +   829d ago
As someone that works at Zynga, this will be very interesting to see how this unfolds. All I know is, stock prices are going up so hopefully my stocks will be worth something :P
Masterdon   829d ago | Spam
Anon1974  +   829d ago
Well what do you make of that?

Related video
#1.8 (Edited 829d ago ) | Agree(1) | Disagree(0) | Report | Reply
Benjammin25  +   829d ago
He has a really punchable face. I'd just love to beat the crap out of the smug git.
PLAYWATCH  +   829d ago
LOL I couldn't help but laugh
Persistantthug  +   829d ago
So, basically, he messes up the XBOX brand, and bails out before the impending fallout
Smart move......I guess.
chrismichaels04  +   829d ago
Microsofts bad public relations continues to get worse. This guy was the face of Xbox one these last few months and now he's abruptly jumping ship to another company before he becomes the scapegoat and blamed for Xbox Ones low pre sale orders by the MS Board of Directors.
nina12claus   829d ago | Spam
Orionsangel  +   829d ago
To give the guy some credit. He was just doing his job, but at the same time his approach was all wrong. He came off like a real douchebag.
#1.13 (Edited 829d ago ) | Agree(0) | Disagree(0) | Report | Reply
pr0t0typeknuckles  +   829d ago
strike 3 and your out.
hollabox  +   829d ago
Agree, typical Execs fashion, screw up the brand with their own vision and coward away to another company to start over. He should have never been allowed to run MS game division given his disrespect to consumer while at EA.
zeal0us  +   829d ago
I can understand him leaving but for Zynga of all companies, dafuq is he thinking? Thats a freaking downgrade.
InMyOpinion  +   829d ago
Perhaps he didn't have that many takers. I'm actually surprised Zynga wants him. The comments he's made lately shows a lack of professionalism that shouldn't be found at his level.
AzaziL  +   828d ago
Given the bad press about Zynga's ethics, he'll fit perfectly with them.
majiebeast  +   829d ago
Sinks the ship and then jumps in the first life boat. I wonder who will replace him Agent Phil,Major screwup or Phil i like T shirts. Maybe they can get Richitello to put em completely out of business.
#3 (Edited 829d ago ) | Agree(32) | Disagree(3) | Report | Reply
Sharius  +   829d ago
do you mean Phil Spinner? i think this guy spin alot from E3 til now
NewMonday  +   829d ago
Phil is just responsible for the games, and he delivered at E3 and with no Kinect, the last interview he did with Kotaku was good.
GABRIEL1030  +   829d ago
My vote is for Nancy Tellem!

The_HarryEtTubMan  +   829d ago
Agent Phil haaaaaa
-Mika-  +   829d ago
He left MS for Zynga. What is wrong with this guy.
MysticStrummer  +   829d ago
I have a feeling he's only being allowed to say he left, and it was more of a suggestion that he seek other employment.
pr0t0typeknuckles  +   829d ago
thats a good theory,and i wouldnt be surprised if you were right.
joeorc  +   828d ago
"I have a feeling he's only being allowed to say he left, and it was more of a suggestion that he seek other employment."

Though, i am wondering what is going on over @ Microsoft's Leadership. I mean for xbox as a platform, One only has to look at this blunt truth to see not all is well.

This cannot be ignored:

ED fries: Left after 18 year's over at Microsoft help create the xbox platform.

Robbie j Bach now [former Microsoft executive]

Ray Ozzie [now gone]

Peter Molyneux Hall of fame just like Mark Cerny

Also now Gone!

Nat Brown one of the [xbox founder's] Gone

as a matter of fact


Kevin Bachus [yet another founder of the xbox project gone]

Seamus Blackley [yet another founder of the xbox project gone]

Ted Hase and Otto Berkes [both founder's of the xbox project and now both are gone]

J Allard


Kanzes  +   829d ago
Zynga is one of the best money-machine in gaming industry.. and he got an opportunity to take the CEO seat, with that, why would he stay at MS?
#4.2 (Edited 829d ago ) | Agree(2) | Disagree(21) | Report | Reply
badz149  +   829d ago
and let's watch
he drive Zynga to the ground!
Baka-akaB  +   829d ago
Zynga is hardly in good shape , and is fighting for its survival ... hence the shift and new blood for new management
#4.3 (Edited 829d ago ) | Agree(17) | Disagree(1) | Report | Reply
Urusernamesucks  +   829d ago
Lol hes gona kill zynga
azshorty2003  +   829d ago
Zynga already killed themselves. Their stock has tanked, their games are being abandoned quickly. At this point, he can only bring them Up.
#4.4.1 (Edited 829d ago ) | Agree(4) | Disagree(0) | Report
OrangePowerz  +   829d ago
As bad as it would be for a lot of people loosing their job, I wouldn't mind if Zynga goes out of business.
BulletToothtony   829d ago | Bad language | show
LordMe  +   829d ago
This was prolly not a "willing" leave on his part, he was most likely told to leave due to the DRM issues and such, he did horrible with PR during E3, so I think thats what this is.

And Zynga will be more then happy to take him in, they are sinking already.
#6 (Edited 829d ago ) | Agree(12) | Disagree(0) | Report | Reply
LOGICWINS  +   829d ago
I don't know any living person that could have made DRM seem like to a good idea to consumers. He had an impossible job.
LordMe  +   829d ago
With his job, he was one of the final steps to letting it in the system to begin with, so it was part his idea for it to be there.

He couldn't defend what he wanted to the consumers.
majiebeast  +   829d ago
Well nobody in their right mind would say in a interview, tough shit you have a 360.
#6.1.2 (Edited 829d ago ) | Agree(7) | Disagree(0) | Report
Baka-akaB  +   829d ago
There is a difference between a tough , even impossible and unpopular sale , and being a completely abrasive douchebag about it .


Dont forget that they managed to sell the idea of paying for multiplayer . Hardly a popular idea , and with little logistic and hardware justification behind it . With even ads included .

It worked cause they had an actually good pr team then , and didnt behave like arrogant morons .

Imo their DRM wasnt such an impossible sale , in the proper hands . Like you said above , many in the general public wouldnt care , and among the "nerds" like us , they did find plenty champions
#6.1.3 (Edited 829d ago ) | Agree(4) | Disagree(0) | Report
LOGICWINS  +   829d ago
^^He was probably thinking something along the lines of...

"I have a family to support and I want to keep my job, so let me say whatever MS execs want me to say."
MysticStrummer  +   829d ago
It would have been a good thing to make it clear what they were doing. They let negative rumors float around long enough to take on a life of their own, then confirmed many of them at the reveal.

He should have been out in front much sooner, making the case for why DRM could be a good thing. The fact that he didn't do that is either an indictment of him or a sign that they knew it was impossible to make DRM seem good. Either way, a fall guy is needed.

He could have done all that without confirming the existence of the One, if that's what the hold up was. Just say "No product we are working on has DRM" or "We feel DRM could be a good thing in future products, whatever they may be, because...".

MS's usually top notch marketing/PR department really dropped the ball big time.
onyoursistersback  +   829d ago
What's the fat guys name, the guy that runs Steam...he did it right.
ruefrak  +   829d ago
I honestly don't think he was forced out. If he was going to be asked to leave, it would have been done in the Steven Sinofsky style and he would leave after the product shipped. Screwing with the executive team this close to launch is not a good idea, no matter how poorly he was communicating.
Another reason I think he wasn't let go is that the rumors about Microsoft's restructuring was going to have him in a more prominent role. He was on the short list of execs who would be getting promoted. I think Don wanted out, and if going to Zynga is his next move, he must have really wanted out. Or maybe he wants a challenge.
Baka-akaB  +   829d ago
I dont see it . Zynga is hardly a dream place right now . I dont see anyone seeking it , even for the challenge and thrill of turning a ship around .

He already had that with the whole PR behind the xbox one to rethink and correct . A much better challenge

Doesnt feel in any way like some voluntary departure . Either he got fed up and ditched MS with their troubles .. or was asked to leave . I vote for the later
#6.2.1 (Edited 829d ago ) | Agree(2) | Disagree(0) | Report
OrangePowerz  +   829d ago
Who would put him on the shortlist for promotions?
yewles1  +   829d ago
Reminds me of Peter Moore...
Grap  +   829d ago
don't u dare compare Peter Moore with this POS
Hydralysk  +   829d ago
Why not? I don't hold EA Sports in much higher regard than I do Zynga, and some of Moore's recent statements have been just as insulting as what's come out of Mattrick's mouth.
#7.1.1 (Edited 829d ago ) | Agree(7) | Disagree(4) | Report
v1c1ous  +   829d ago
Peter Moore bent over to japanese devs, worked hard to make the console easy to develop for, and was thinking about winning over the hardcore.

the RROD was what did him in, which wasn't something he planned for, it was on the engineering department.
Godmars290  +   829d ago
Peter Moore: transferred to MS from Sega America after the full company went under because of mismanagement. Seemingly applied the exact same tactics used with the Dreamcast.

Never saw why he was such a big deal.
hollabox  +   829d ago

I agree with Godmars290, his track record does not look good considering the big picture. What Peter Moore does well is public speaking, this guy like Reggie can impulse a crowd like there's no tomorrow.

But like V1c1ous was saying Peter Moore bent over backwards for the Japanese market, I never seen or played some many quality JRPGs in the first 2 years of the console life since the SNES days. Ultimately his efforts was a waste of time because of the quality of the Xbox 360 at launch, and the historical trend of American consoles not selling in Japan.
v1c1ous  +   829d ago
Sega of Japan's decisions were the fall of the dreamcast, not Peter Moore. in Fact, Sega of America did not want to call it quits when things looked bad, it was Sega of Japan that folded over without trying.
mrmarx  +   829d ago
lol he got the boot.
Lannister  +   829d ago
Please be true, then he can destroy Zynga and we all win.
Roper316  +   829d ago
I won't miss him!
PSjesus  +   829d ago
BaZynga.....don is the new mayor of farmville
No FanS Land  +   829d ago
Lol i just went on wikipedia and his page is vandalized hahaha!
cleft5  +   829d ago
I feel sorry for Zynga.
Godmars290  +   829d ago
Expected that this would happen post XB1's launch, not before if its happening at all.

As badly as the console's message has been mangled, I can't see much mending of it with who's suppose to have put it together jumps ship.
MilkMan  +   829d ago
Is this guy crazy? That company is sinking faster than the Titanic.
PSjesus  +   829d ago
don's mattrick future

ninjagoat  +   829d ago
Best rid off him get someone in with a fresher look on things. He was a mess tbh and he was dragging xbone down. Hopefully they will bring something a bit better to the table.

It took xbone to fall flat on its face for them to make a turn around and i don't think Mattrick had a thing to do with the changes.

Someone new needs to continue the trend towards change. maybe unlock Kinect from the system aswell and that will help more towards its appeal.
CRAIG667  +   829d ago
I call rumour.
komp  +   829d ago
I tend to agree. I think as usual a story is put out there to gauge reaction. Then action is taken based on reaction.

Edit: It seems the reaction would be to let him go.
#18.1 (Edited 829d ago ) | Agree(3) | Disagree(0) | Report | Reply
ThatCanadianGuy514  +   829d ago
Good.He is literally the most unlikeable guy in the entire game industry in my opinion.Everything about him just screams scummy used car salesmen.

Things are off to a rocky start for xbox U.
3rd console curse is legit.
FoxHound_  +   829d ago
He's being sent to Sony to as a secret agent for Microsoft to counter Phil Harrison being a secret Sony agent in the Microsoft HQ. :p
wAnxTa  +   829d ago
Leaving microsoft for a company that is shutting down its offices left and right and is at the brink of dissolving?
reko  +   829d ago
he got fired probably for saying " if you have a problem
with required internet, get an xbox 360"
310dodo  +   829d ago
Xbox one to Zynga

makes sense
Atomicjuicer  +   829d ago
Hopefully he takes Kinect with him.

I'd be nice if Xbox wasn't completely destroyed by forcing surveillance into the console.
swerve121  +   829d ago
Well maybe its time for a new face. Someone who has gamers and business in mind. Not 1 or the other.
0pie  +   829d ago
is he leaving or microsoft kicked him out? no one will ever know...
But after his poor job at talking about the xbox one i would kick him out of my company.
Urusernamesucks  +   829d ago
Good f***ing Riddance.
famoussasjohn  +   829d ago
So he's leaving MS to join a company that isn't doing well and has had numerous lay offs and nothing can save them. What a way to kill your career.
GentlemenRUs  +   829d ago
Good, people are...

Jump(ing) Out of the XBONE!

PR Backlash/Disasters a bitch isn't it ;)

EDIT: But Zynga are no better! They ruined flashgames...

EDIT2: Reply then Disagree, Don't just click because someone does not agree XD!
#29 (Edited 829d ago ) | Agree(2) | Disagree(7) | Report | Reply
nigelp520  +   829d ago
Those who put profits ahead of customers will soon have neither
Godmars290  +   829d ago
That would be true except MS makes money by more than selling to consumers. their hold on the PC OS market for instance means millions of copies of Windows are sold to go into off the shelf PCs well before the program itself hits retail. And then there's things like owning general programming codes. Including some on Linux, DVD formats and ones associated with Blu-ray.

All that is part of the reason they think they can get away with forcing things on consumers.
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