From out of the mouth of the industry, Jesse Schell at the DICE Summit: "...about Xbox 360 sales. So here's these four lines of four different types of games. What are these lines? Let's look at the bottom one. The bottom one is games with no demo or trailer. They have the lowest cumulative sales. After that, games with a demo have more sales. Makes sense. Games with a demo have more sales than games with no demo. Totally makes sense. Well, what's the next line? This is games with a demo and a trailer. Sure, makes sense. I get it. A demo and a trailer is going to move more units. ...What the hell is that top line? That's games with just a trailer. Wait, you mean we spent all this money making a demo and getting it out there, and it cut our sales in half? Yes, that's exactly what happened to you, because when you put the demo out...people have seen the trailer and they're like 'That's cool!' and they made a plan: 'I've got to try that game!' And then when they played the demo, 'All right, I've tried that game. That was okay. All right, I'm done.' But the things with no demo, you've got to buy it if you want to try it."