"We think about [this push] as kind of cancerous growth. I think that will leave the AAA blockbusters as nothing more than the last of the dinosaurs," says Assassin's Creed 3 creative director Alex Hutchinson. "In my mind video games need to have the goal of educating people, entertaining people, or at least being artistic. If you're not pushing any of these things…then I think we’re in for a rough patch."