When we say we're not competing with World of Warcraft we really do mean that. ... World of Warcraft is basically The Beatles, and if you set out to try and be The Beatles, you wind up as The Monkees. So, we really do just try and be a different type of product. We're not trying to beat them, we're not trying to replace them, we're not trying to destroy them, we're trying to be Led Zeppelin.

We're trying to offer you a harder, darker, heavier sort of experience. We're trying to offer you the kind of music you'd listen to down in your basement with your friends, with a black light on and maybe some illicit substances. We are not trying to be the thing that you all slow dance to at your high school prom. If that means we take a couple of players from World of Warcraft, great, but if it means that we get a group of people that have been waiting for an experience like ours then we're just as happy with that.