I think the line of conversation that books or games or films should get shorter so the completion rate is higher is a dead end. I think that we should be focusing more on creating value for the users, and accepting that people play games on and off and sometimes don’t come back to them.

The vast majority of users on the Quake Live service for example have never completed a single match, and they prune inactive users.

As long as this does not affect profitability and users are satisfied, then there isn’t a problem. There is still a significant portion of the userbase that gets value through completion. There is still a significant segment of the userbase that rereads books and replays games.