GameSpy writes: "I felt like a patsy when I asked Peter Sokal, id's Community Manager, when Wolfenstein was coming out. It was the Activision publicist's cue to motion to him, Bob Barker-style, and order-up the utterance: "When it's done." I pictured a word bubble coming out of his mouth, with a trademark symbol punctuating the phrase. I set myself for the PR flourish, hook, line, sinker. Only at Game Developers Conference."