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I found one of those rare interviews that are really interesting to read. It's with Blizzard's creative director Chris Metzen and Senior VP of Business Operations, Paul Sams. I'd paste here excerpts but it's really worth reading from the first till the last word.

Focus On: Blizzard Entertainment

We're used to these nice, finite, closed-ended games that we can power through, put on a shelf, go home and sleep for a month. This is just a completely different kind of monster - it will not end.