With Mass Effect we said, Let's reflect the fact that you can be almost anyone, do almost anything, but... In our minds, we always felt the character was iconic.

The gamers are smart. They see right through the moral scale. Actually, with Dragon Age, I really liked the system the team came up with. It reflects what was important about the game, and that was the character relationships. It didn't really matter what the world thought of you, but it mattered what the person standing next to you thought of you.

At a very high level, demographics are going to help us on this, because sooner or later, people who have actually played games are going to be in most of the decision-making positions in the Western world.