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I have to say one of the biggest draws to me about this game is the way Trion are handling it.
I have never seen a company so open with hands on plays, game info, and vids so early in their development. To be showing pretty deep info on game mechanic details on a pre alpha game actually shows an amazing amount of confidence in their design and implementation imo.
Their community management, communication, and fan site support is pretty amazing as well...
A company that has finally looked at and listened to all the other PR train crashes of recent years and decided to learn and handle up differently?