If we're talking Burgers and Bungie how about this... You start off your business with a quality burger (Halo). This burger starts out pretty good thus captivating more people. You eventually make a line of these burgers and as you keep making them they get better and better. Eventually your restaurant is well off and you decide to sell it and profit from the deal. Now everybody knows you make quality burgers. You decide to open up a new restaurant and advertise the best burger complete with fries, soda, milkshake and a pickle (Destiny). When you advertise this burger you show a plump patty and a full plate. However upon arrival to your establishment customers realize the burger on their plate looks NOTHING like what they advertise. Instead we see a cheap thin patty with a small batch of fries and a soda reminiscent of McDonald's. You apologize and promise higher quality food and as a result advertise the new and improved burger now with more meat (TDB and HoW) Eventually people realize you really didn't give them anything special or different. Just a little more. Then you apologize and release the Big Burger (TTK) "Finally!" a Burger that looks exactly like what you advertised when you opened up Destiny Burger...millions of dollars later.