They are killing all their big names. Yes, even Guitar Hero. * Less suicidal and more Too Dumb to Live. Reshuffling at the top has brought in business executives unfamiliar with the games industry, but very familiar with, say, the household goods industry, who then try to apply that business model to it. Acquiring very high profit Cash Cow Franchises and pressuring their developers to release them on an "annual or semi-annual basis" leads them to believe Nothing Can Stop Them Now, and they are not Industry Savvy enough to realize that they are driving those very franchises they now depend exclusively upon into the ground, while simultaneously driving away their top talent developers who are responsible for the quality of those franchises to begin with. Their language used when detailing