Theoretically I should loathe E3. It is nothing more than a marketing blitz designed to appeal to shareholders and the broadest audience possible, delivering nothing but safe, vertical slices intended to trick you into believing this is how the game plays. Sure, when it actually releases it will see constant drops in framerate, questionable A.I., tearing, clipping, and repetitive combat arenas scattered from one level to the next.
Let's also not forget each game's disappointing and rushed five-second "conclusion" that messily wraps everything up in a chaotic knot before scrolling you through forty-five minutes of credits.
If anything, E3 is the games industry at its most oblivious. Fingers are firmly plugged into ears as publishers ignore the many complaints of the consumer, all whilst hand-picking a couple of memes to pretend they listen to their fans. "Hey, you guys love zombies? Of course you do! That's how we're justifying a trailer for a new Dead Island on stage, at least."
I should hate E3. Every little thing about it should cause me to cringe, cry and bellow in rage. We line up our plates before the publishers, they distribute gruel, and we smile and call it steak.
But dammit, man, I can't help it. I just love this stupid dog and pony show.