Why call it BioShock, though?
It's quite possible it's named Bioshock because, well, it may actually be in the Bioshock timeline. With this new time rift plot point, its very possible this once seemingly isolated storyline could be intrinsically linked to the pretense of the first game, or possibly even a new direction for the future game.
Part of the reason is marketing, but why were the first two named Bioshock? I think it has to be because of the biological developments in the plasmids. The same thing is also happening in Infinite and the plasmids are still central to the gameplay of that game, so why not keep the name Bioshock. I really wouldnt be surprised if Bioshock was just used from the start.
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