I think Max was referring to some sort of equivalent to 'Oddworld Inhabitant', which is the byline we give to known OWI staff members.
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There are companies out there that keep the world up to date on what exactly they're doing long before PR comes into play, is all I'm saying. In fact, you could consider the production process part of the PR, that's what they did with MO. Just a shame that insanely backfired on them, so maybe they're hesitant to do it that way again.
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Only once the production hits a certain point. It's all to do with the PR balance; you really don't want to peak too early.