To Jeff's point about turning video games into happy meals, I think what he's getting at is meta games and social media. So basically the realistic equivalent of that now is Playstation Home where you get a Chun Li avatar or whatever for buying Street Fighter. The thing is that no one actually thinks Home is fun (similar to the reaction to this Disney concept). Maybe it would be if it was a lot less clunky and there was more creation inside the game, rather than just acquiring/buying things. Like maybe if in Home there was a really intricate game system for designing and constructing custom outfits, and like the cloth all draped realistically, and different fabrics had different physics and so forth. Then you could get like special patterns to use for clothing you make---like for Chun Li a blue with gold accents---from games rather than a pre-made recreation of an outfit.