: Don't misread my comment: I fully understand the need for a development
: studio and publisher to profit from their product. And Halo is a product.
: But there are also ways to respect the source material and your audience
: while doing so, and I think that Microsoft either just doesn't get it or
: doesn't care about it. Time and time again, they have shown a certain
: lack of awareness in that regard.

: I worry the Cortana phone "assistant" won't respect the character
: of Cortana. And being a Halo fan since the Blam! days, Cortana is kind
: of on a high pedestal for me (which may very well be my own problem).

As a business owner, it made marketing sense for me to put Halo on Doritos. If I was in Microsoft's chair, I would've made the same approval because it's a great opportunity to get the Halo name out there to sell Halo 4. Gamers more than likely don't eat the best foods, and as a whole (I don't), reach for snacks such as chips. It markets the game very strongly. Halo 4 has had the biggest launch so far, as a note. I'd like a deeper perspective on how it doesn't respect the source material.

I remember years ago when Bungie had the realm, and things were early Halo 1-2 time, a lot of us were afraid of how Halo was going to be marketed. I didn't want to see Halo underwear, for example. I kind of understand the perspective, but this was a minor fear about a decade ago. With how things are now, this doesn't make me mad.