In an open letter released on January 1st 2022, Square Enix president Yosuke Matsuda, presented a roadmap of the company’s intentions for 2022 and beyond. What made this communication so unusual was not so much the commitment to both NFTs (Non-Fungible Tokens) and blockchain which are the current industry wide flavour of the month, but the language employed to describe the established gaming status quo, its business model as well as player motivation. It also was a timely reminder that multi billion dollar corporations ultimately have no interest in anything that they cannot generate revenue from. And again we return to a recurring problem associated with video games culture. Many gamers still do not see themselves as consumers and still erroneously think that developers and publishers are their friends and they have a different kind of relationship with them. Hopefully this letter will help lift the scales from such peoples eyes.