I’ve watched a few presentations from this year’s Electronic Entertainment Expo over the last few nights, mainly out of idle curiosity. Overall, it’s all broadly been what I expected. This is not your run of the mill promotion and advertising. No sir. This is targeted marketing, delivered with all the vigour and verve of “old time religion”, preached by a “fire and brimstone” minister to the faithful. It’s a curious symbiotic relationship between awkward, forty something tech guys as they stand on stage and strive to remember their media training and an audience of fundamentalist gamers who are there to whoop and clap on cue. Information about forthcoming games is not merely imparted but presented as gospel or the party manifesto. I’ll stop there with the religious and political analogies but they come very easily because that’s what E3 reminds me of; a church congregation or a political rally. And when you consider that we now live in an age of “feelings” rather than “thought”, it’s easy to see why enthusiasm for new products has been replaced by an eagerness to climb aboard the hype train and ride all the way to the “promised land”.