We've gone through the looking glass on the whole "it's about the journey and the friends you make" thing. Players used to say this in retrospect about a career they spent trying to achieve the ultimate success. "A brotherhood forged under fire" so to speak. Now players are so superficially self-aware and marketing have cottoned on to the idea that emotions and connection are what sells product, that we get players putting the cart before the horse. That bond between mates and self-discovery comes as a result of intense focus and endeavour to complete a mission. Like others have said in other places, you can discover yourself and hang out with your mates on your own dollar, members and fans want performance. Specifically performance. We can get entertainment elsewhere.