This whole IW/Activision situation reminds me of one of my favorite stories as a kid. The Lorax. 
 
The Gamer: Well, Mr. Kotick-ler?
 The Kotick-ler: Hmm. First poor Tony Hawk. Then the poor Guitar heros. Now the poor Call of Duties... oh, Mr. Gamer, Mr. Gamer... this cursed factory of mine! Now, at last, I understand.
Mr. Wallstreet-ler: [over intercom] Mr. Kotick-ler! Mr. Kotick-ler!
The Kotick-ler: Hmm? Oh, yes, Mr. Wallstreet-ler?
Mr. Wallstreet-ler: Stock markets just closed, and Activision Inc. stock is up! Up 27 and 5/8 points!
The Kotick-ler: Wow. Wow! Rowdy-dow!
[to Gamer]
The Kotick-ler: Now, you listen to me, Pop, while I blow my top! Games? Ha! You speak for the Games? Well I speak for Big Business, and Exploited Names! For your information, you gamer, I'm figgering on biggering and biggering, and biggering, and BIGGERING, Buying MORE Developers IP's! Which everyone, everyone, EVERYONE NEEDS!
 
Oh Robert Kotick... will he ever learn?