The one thing that is most true of human nature is the fact that if someone has something we don't - We want it! And come first opritunity to get it, we will. The extra hype surge comes forth from people who host Halo Parties and whatnot and unviel their "pre"Pre-Release copies of the game, or just from people who brag to friends. With Halo 3 there has been a lot of worry about the audiance being mostly preteen kids (which is bad for the company because preteen kids, generally speaking, have less money). With the base demorgaphic, they can see where the target intrest areas are and who their target audiance is. Anyone here who reads the New York Times, will probably remember reading a few months back an article about "The Powers of Fanboy!" For those of you who are confused the article was about how hollywood and game developers and whatnot are consistantly leaking out games and scripts early so as to establish a base demographic, as well as let extra hype surge out. And to be even more fair, its next to impossible for this to have leaked out without the company's okay. To be fair, I think we all knew that Halo 3 was going to be over-hyped.
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