While I think the og article took things too far, I agree the ambiguity of "operational costs" & website saying "production costs" is odd.
I wrote a short response to an article labeling Blizzard's Warchest as exploitative: https://illiteracyhasdownsides.com/2017/07/26/responding-to-blizzards-crowdfunding-campaign-is-exploiting-its-best-players-and-an-insult-to-the-community/ …
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The main thing is that a huge driving point was that it's crowdfunding SC2 esports but past 200k, it's very unclear what is being funded.
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