For me it was TSO/EALAND. They allowed people to make huge cash purchases right to a minute before the permanent and unannounced shutdown of the game.my first introduction to loyalty to customers was SOE and StarWars Galaxies. they completely, and I mean completely changed the game unannounced with an expansion. the head of SOE said essentially "dont let the door hit you on the way out" when a large portion of the player base not just complained, but wanted refunds. I think it took a class action to get those, but regardless, its a good lesson, and one that has made it far easier to leave a game I dont feel is worth my time. they owe me nothing, and I owe them nothing. once the fun is over, plenty of other things to play out there.
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