What baffles me is they aren't useing the fantastic lore, history, the great houses or any of the known lands of the universe. Instead they are creating new lands and new houses for this game.
Seriously what executive came along and said 'we are going to do a Game of Thrones RPG, but first lets drop all this existing stuff and make our own setting within the universe. I'm sure that'll sell way better."
I mean even if they wanted to get away from the current characters and struggles, they could have just gone back to an earlier age a few hundred years ago. It just doesn't make any sense.