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The president of Blizzard is trying to get a temp check for adding tip screens to single player campaigns
(hexbear.net)
Imagine a newgame+ but the only thing different is an NPC shoves a tablet in your face and tells you "it's just gonna ask you a few questions."
This is literally what merch is for. Cool shit that people can buy and look at and show off and support the developers even more, except you get something tangible for your money instead of just throwing it into the void.
just like with bands. although with bands usually it's the best way for them to make any money at all because everything else is so nickled and dimed (make sure to buy band merch directly from the band if possible!)