Epic Games' Cliff Bleszinski reckons that gamers are increasingly suspicious of games that try to set themselves up as trilogies.
"You can never put gamers on the defence faster than saying, 'This is a trilogy'," the Gears of War 3 designer told Eurogamer TV at E3 last month.
"If I went up on the EA press conference with Adrian [Chmielarz] and Tanya [Jessen] and was like, 'Here's this new game we're doing, it's called Bulletstorm, it's going to be a trilogy,' the gamers would have been like, 'F*** you', right?
"They'd be like, 'Show me a good game first and then we'll talk about buying a sequel.'"
Bleszinski was introducing us to Gears of War 3's Beast mode, which you can read about in more detail elsewhere on the site, but he also fielded questions about subjects as diverse as his relationship with the press and his thoughts on iPad (he's "completely sold on it"), Kinect and downloadable content.
"Personally I'm a fan of DLC that takes risks," he told Eurogamer TV.
"I think the DLC that's been the biggest success in the past have been the ones that have been consistent, like every so many months, like Borderlands or Fallout.
"And they also play with the formula a little bit, you know - like Fallout adding in giant robots and UFOs, that doesn't feel like it was on the cutting-room floor.
"Those are the things I'm a big fan of. I'd love to do something completely crazy but who knows what's actually going to be possible."
Check out the full Cliff Bleszinski video interview below for more on those subjects and plenty of others.
Gears of War 3 is due out for Xbox 360 on 8th April 2011.