Reasons to fear us and reasons to love us: wider society gets to see and hear of our industry (slides of headlines). I don’t believe we’ve created millions of killing zombies intending to kill people and neither will we do that, but we get portrayed on the front pages when a single event like Manhunt occurs. We have to look for the dialogue with our consumers – all the people who play games known that games don’t make them violent – but people think and write about games having WATCHED them instead of PLAYING IT. You can’t experience games in a two minute trailer, you can’t watch a game, you have to play them. The people who burnt books could not read. Nowadays it’s the same, if you’re a new form of entertainment, people don’t understand what it’s about, often they condemn it. Rock and roll and TV were evil in my day.