Edge columnist Mr.Biffo on the power and effects, usually negative ones, of the game industry hype machine:
"Presumably because it wobbles on an economic knife-edge most of the time, the games industry drives one of the biggest hypemobiles on the entertainment superhighway. I can't think of a film or a music release that has ever been subject to the same level of sustained, pre-release hysteria as the biggest games releases are treated to. Consequently, the big games are so forcibly rammed down our oesophagus that I end up resenting them. And I end up resenting them because I'm an idiot, and tend to end up buying them."
"At least there are occasions where hype doesn't work. Public relations is a balancing act, and sometimes you can tip the wrong way. That's precisely what has happened with the PlayStation 3."
"But in the same way that everyone has apparently been brainwashed into believing that Halo 3 is flawless, game-of-the-year material, the games-buying public now has an ingrained conviction that the PS3 is irredeemably awful."