In virtually any other shooter franchise, Booker DeWitt would be a fine fit. And while he's not a sore thumb in BioShock Infinite, he lacks the obscurity most expect from the BioShock name. DeWitt makes for an interesting case study, an example of creative vision meeting marketability in the middle. A 2012 Wired interview with BioShock creator Ken Levine shed some much-needed light on DeWitt's design, and subsequent promotional art for Infinite: I looked at the cover art for BioShock 1, which I was heavily involved with and love, I adored," Levine said. "And I tried to step back and say, if Im just some guy, some frat guy, I love games but dont pay attention to them if I saw the cover of that box, what would I think? And I would think, 'This is a game about a robot and a little girl.' Thats what I would think." Levine raises a valid point: Scruffy, male protagonists look good on box art, and they're generally more eye-catching - at least for your everyday "frat boy" - than robots and little girls. Remember: manly man with manly men, right?