Comments made by ArenaNet's co-founder Jeff Strain over at Gameindustry.biz seem to indicate a change in formula is in order to make it suitable. "Their whole goal is to encourage people to go and buy games on the shelf, then there's an online component for it," he explained. "But for us, when you buy it on the shelf, that's just the beginning of our relationship with you - and we want a direct connection with our customer so that we're always giving you new content, always supporting you directly. Xbox Live just wasn't really built, from a business standpoint, to support that."