OK, not smallLet me rephrase:
Over half the people who bought the game didn't look at what they were purchasing beforehand.
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Please all have a read of this (very long) exchange between the senior designer of Diablo 2 and a vocal fan of the game who was unhappy with some game design decisions: http://www.diablowiki.net/Player_Kill#Max_Schaefer_Defends_PKing
I realise it's long, so let me pull some choice quotes out and paste them here inline:
"I disagree. Even the PKs in Diablo are engaging in a role-playing fantasy. I would hope that they aren't out killing people in real life.
Sure, some people will not welcome this aspect of the game, and would rather not have to deal with it. They can, with passworded games, single-player, and LAN games. I'll explain later why a PK switch would disallow real choices.
I'm fascinated by the sociological aspects of this game genre. In a sense, this is a less artificial environment than many real-life social constructs. People can really choose to be whoever they want to be in an on-line game. No matter how anti-social, no matter what "crimes" people commit, it's just a game, and when you're done, nothing is gained but memories, and nothing is lost but time."
"I take responsibility for the game-play results. The emotional reactions of the players are not my responsiblitly, however. People choose to play this game, and it is obviouly not necessary for survival. We have simply added the option of playing Diablo to people's lives. Nothing more."
"But yes, we do think we know what's best for our customers. We have to, we make games for a living! We're not putting out questionaires and making games based on the result. We're indulging in our own preferences and fantasies, and then making them public for those who choose to participate."
"Correct, the customer is not always right. We have no animosity towards anyone, but we feel we do know better than our customers how to make games. Perhaps it's arrogant, but how could we confidently enter three-year+ development cycles if we didn't think this way? Not that I'm comparing us to the masters, but did Picasso consult the public before painting? Was he a failure if the public didn't like his work? Obviously, what we do isn't near as important or historically significant as Picasso, but this is our creative expression, and as such it's a little self-indulgent."
"Here's the short version of why I think this doesn't work: We implement a PK switch, and the message is sent that the games that don't have PK turned off are specifically for PvP, and the others are PvM. PKers will all only invade the no-PK-switch games, rasing the percentage precipitiously, and upsetting the natural balance. People will think that if they want to play normally (fight monsters), they must use the PK switch. And their games will be just a tad more flat as a result.
We have a theory in the office that if we added the option of a button that made your character invincible, nearly everyone would push that button. They'd rampage accross the lands, killing everything with nary a worry. Then they'd get bored and put the game on the shelf, never to play again."
All of his statements can equally be applied to Elite.
No, it can't
1. You are mentioning a game that's been made 15 years ago. In a genre extremely different than Elite.
2. It's multiplayer community was about as healthy as a pack of rats ridden with lice and rabies. A bunch of cheats and exploiters. Not the best example of what Elite should become.
3. If Elite is being criticised for, supposedly, "lack of depth", it is still Mariana Trench compared with Diablo...
Back in 2000 multiplayer games were but few. The genre was young and game designers were still learning it. Quoting a game designer / community manager back from 2000 is like quoting Malleus Maleficarum and stating it's an example of some absolute truth. In the past 15 years multiplayer games changed a lot, together with developers' approach towards communication with players. What an almost teenage kid could say back in 2000, he would think twice about saying today.
Developers' approach towards PVP has changed as well. Dozens of multiplayer games have a very clear divide between PVP and PVE and do their best to keep both groups separate in some way. Simply because they know their onions and are not so naïve as to believe they will miraculously manage to have PVP and PVE game where everybody respects any rules that are not hard-coded into the game's mechanics.
The bottom line is that there isn't really a way to force PVE players to go for PVP anyway. Multiplayer is the easiest way there is to provide players with game content as players are surprisingly good at finding things to do together. A significant part of them will be interested only in PVE type of gameplay. But of course, it's Frontier's decision and choice. It's a question of whether they want the money from PVE players or not. If yes and if they decide against creating some form of hard coded PVE environment, they better have some amazing solo game content coming up.