'Exploding thumb syndrome', 'crunch-time insomnia', 'pronounced bug-testing psychosis'... The deadliest ailment ever known to dev-kind isn't any one of these things. Instead, the single most debilitating sickness that a studio can suffer is that of 'acute franchise fatigue'. You see, by electing to remain in the same comfortable groove, studios - or rather, their more risk-averse publishing partners - can wind up jeopardising the team's creative edge. After all, no aspirant coder ever dreamed of being just another spoke on the wheel. Creative types crave inspiration - the opportunity to flex their artistic muscles, to flesh out one new world after another. Iterating the living hell out of 'Successful Shooter A' is not going to cut it forever.