Loaded down with every conceivable fact and figure about the car, provided with a plethora of features and benefits, it was up to him and his team to cull from this laundry list the one simple, meaningful thing on which they could build a sustainable brand promise.

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"The multiplayer is really the thing that has changed the game in such a meaningful way, " Kotick said.

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The worst thing in the world is to have created something so meaningful and have it wind up in a rummage sale.

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