Gaming is a very interesting and unique industry. It has evolved a great deal over the last three decades and now deals in virtual products. It’s a far cry from traditional notions of business. Yet despite its modern trappings it is still driven by the same processes and imperatives of any other sector. Therefore, should a customer really treat it any differently? The reason I ask is because it seems to me that gamers have a very different relationship with their respective vendors, compared to other groups of consumers. It is a relationship that I believe to be somewhat skewed and therefore detrimental to both parties.