As time went on, he developed a reputation for big promises and hype and underdelivering - viewed by some as straight up lying. He arguably killed the Fable brand. He presented a tech demo for the launch of the Kinect that was thought to be a real game, that was mostly smoke and mirrors. Following Fable 3’s poor reception, he makes his own company and hypes up “Curiosity”, essentially a bad clicker game with a promised prize to the person who gets the final click. The tech was bad, and the “prize” was supposedly a share of the revenue from their following project Godus. That project was not good (which was only expected to be at all due to his penchant for inflating expectations), and the cherry on top was that the person who won the prize for the aforementioned Curiosity game never received a dime.