I definitely understand the gamers perspective with that. So it's about feeling comfortable with not owning your game. You don't lose what you've built in the game or your engagement with the game. If you resume your game at another time, your progress file is still there. As gamers grow comfortable in that aspect… you don't lose your progress. That's a transformation that's been a bit slower to happen. They got comfortable not owning their CD collection or DVD collection.
That's the consumer shift that needs to happen. 'One of the things we saw is that gamers are used to, a little bit like DVD, having and owning their games.