"Can a computer make you cry?" It's 30 years since video games giant Electronic Arts ran an advert asking that question, adding that it believed the medium had the potential to "bring people's thoughts and feelings closer together".
Three decades on, if its audience is indeed weeping in unison, it may be in frustration.
EA has been voted the "worst company in America" two years running in an online poll by Consumerist magazine, and comments posted by gamers to other sites - complaining of "price gouging" and "arrogance" - confirm many dislike it.
Speaking to the BBC, Frank Gibeau, EA's president of labels, acknowledges his firm has an image problem.
"That type of feedback is disappointing personally for people inside of EA because we love our company and the games that we make," he says.
"We're in the business of entertaining and exciting people, and when our business policies get in the way of that and we hear this reaction and see this feedback we have to take note of it. We're not tone deaf."