This paper is a cultural analysis of the business of videogame production, the industry's personalities, its development practices and market influences. It is a critique of the 'I' methodology of game design and its influence on game content, especially characterization. It provides insight into the impact of US publishers and markets on Australian game development 2004 - 2009. Results of related studies and literature are reviewed and supplemented with anecdotal reports to construct a picture of the current forces in play in videogame production. While it may be fun to play games, it is often far from fun to make them.