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The BusinessWeek article talks a lot about the overwhelmingly involved culture of Blizzard employees. The developers play their own games, both on the clock and off the clock. Dedicated "strike teams" spend lunch cruising the games' latest builds.
Players in beta provide instant feedback, which executives and designers hungrily consume to make the best possible decisions. And if a game isn't deemed "fun enough," it's sent off to black-can land, where it will never see the light of day.
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