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Because the other games were selling. It's all right to tell great stories, but a bit of a waste of time if no one listens to them. With the old fans they're pretty much preaching to the choir.
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Actually, MO sold fairly well despite it's shit gameplay. If they had continued it but actually took the time needed to make a great game it would have sold much better. Don't get me wrong. I really, really enjoyed SW. But that doesn't change the fact that Lanning and company made something that they claimed to detest just because that's where the market was.