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I played FFXI at E3 in 2003, where everyone was really social and had a great time. I played with one of my friends I had met down there while a third friend went to go talk to developers. 30 minutes later, the third guy came back and my friend and I hadn't moved at all. It was a battle to pull us away.
I suppose that once people start paying for the game, it's suddenly all about achievement and less about social interaction.
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