In today's world of entertainment the media machine is a factory process line; from preview to review, it's a step by step construction/destruction of what ever is in its way. It is a catch 22, vicious cycle; for something to be big it needs to be popular and for something for popular it needs to be big. But big isn't enough and passion is now obsession; the gaming press feed off the cries of the huddled masses waiting for the tiniest morsel of information. Where did the journey begin? And is there a way to get off?