Why is 'Borderlands' different from every other game with respect to DLC? It's because we haven't really worried about what the past models are. We just thought about what would be fun for us to make and what there would be demand for if it were to exist.

Demand alone might let a business case be created, but things driven by that will have a risk of being soulless. You need it being driven from both directions. You need the nexus between demand and creative passion that wants to make something.

Things that are created with passion tend to work out better than things that are assignments that we don't really want to do.

Randy Pitchford Quotes