Quoted from Yoko2una:... when in reality it's just a ploy to get young people loyal to their product and make more money because only 1% of businesses out to change the world truly mean it. The rest (*cough* Stern *cough*) are just in it for the money.
I put it closer to 100% of businesses are just in it for the money, and those that are not, do not stay in business very long. For Stern, it is all about selling games (as it should be). If they can expand that market, they should try to. All Stern is doing is trying to make a game that makes someone say "Hey, I wanna by that for my gameroom" or, "Hey, I'd like a pinball machine too". If Stern wants to label themselves as a lifestyle, sure, whatever.