Peter Molyneux of Lionhead and MGS Europe has said that he "hates demos."
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"I hate demos," he explains. "I think demos are the death knell of experiences. Over the years I've done demos and they've either completely ruined the game, given too much to the player, or they've confused people, so I said that we should give away the very first 45 minutes of the game, completely free, and just before you get to Bowerstone up comes this message saying, 'If you want to continue playing press this button, but if you want to buy the rest of the game, press this'."
Molyneux explains that this was the thinking behind the release of Fable II as an episodic downloadable game, which "started with a conversation with Don Mattrick [senior VP of Microsoft's interative entertainment business], talking about Fable and how it's a great game but people need to play it before they realise that."