Oh, and there is a lot about the game that makes me think they are just trying to create a cash cow with minimal effort. 1) The game isn't that good, but it is receiving a lot of hype because it was made by the fantastic four. 2) A subscription fee for a diablo-sized online game? This isn't a MMO... come on guys. To be fair, they have free play too: http://www.hellgateguru.com/2007/05/elite-subscriptions-995-a-month-and-other-details/ ...but all of the good features are pay only. 3) A $150 lifetime subscription available for the first month only? Quick, buy it before you have a chance the realize how crappy the game is. 4) 4 different preorder kits from 4 different retailers? And they are selling the kits without preordering the game. People are eating them up just so they can get the 4 different dye kits that they represent. The kits serve no other purpose after the first one. 5) Collector's edition? Why call it a collector's edition when supplies are plentiful? They are just selling the hype that comes with the "collector's" label. 6) The game itself has in-game advertisements on the sewer walls and stuff. Ads in a subscription-based game?