Italians getting into rental, rather than ownership. Products become services.

"it seems to me Criterion, in particular, has identified and implemented a strategy that works remarkably well in the current games marketplace: release the best product you can and stand behind it; improve the quality and player experience with frequent upgrades; offer additional value-added content worth charging for; nurture the relationship between your consumers and your development team; and give folks what they want."

"The book addresses our philosophy in creating products and services, the importance of the right kinds of research, of making design an organizational competency, [and] of thinking of your offerings as part of a larger system..." Looks good!