You don't need to play one game more than another for it to be better. Like reading a book. You can read a book once, thoroughly enjoy it and recommend it to others. Or you can read the same book, re-read the chapters and purchase the sequels. Doesn't mean it's better, just that you like that book.
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You are right but if a book is that good you will always end up back with it. Same with games, if it is that good it will keep you wanting to keep playing.