You won't ever catch the games industry resting on its laurels; the sheer ferocity of the competition doesn't allow such apathetic attitudes.
No, publishers, developers and platform holders alike never let their grey matter rest - one good idea could be all that stands between it and first dibs on the next fad or gimmick to grant a money-printing license.
That persistent drive to innovate is what lights a fire under the industry's major players day in and day out and, if the risk succeeds - as it did for Harmonix when it struck gold with its peripheral-spewing Guitar Hero and Rock Band brands - then the cow is milked until not a drop remains.
If it's a flop? Then, well, it ends up consigned to the history books as a footnote, leaving future generations to ponder how novel ideas so ahead of their time ended up as such.
More than most, Sega and Nintendo are familiar with pushing the boundaries of what's possible with forward-thinking ideas like mid-generational console upgrades, virtual reality devices and Robotic Operating Buddies, but so too, is it aware of the pain that follows when those inventions amount to nothing more than dead weight.
A voice-activated light gun sure sounded like the greatest invention since sliced bread in 1990, but you probably should have made sure it worked first, eh, Konami?
Joe is a freelance games journalist who, while not spending every waking minute selling himself to websites around the world, spends his free time writing. Most of it makes no sense, but when it does, he treats each article as if it were his Magnum Opus - with varying results.