...is simple...the game hasn't been advertised in...oh...10 years? I went to half a dozen software stores this holiday season. I chatted up store clerks and friendly shoppers. Some hard core gamers that were in diapers or just a 'twinkle' when UO came out and some, well, even older than me. Surprisingly few ever even heard of UO and a few heard but never played...and one "that still around?" pretty much told me the story. One clerk "vaguely remembers" the game coming into the store a few years back, "2-3 copies" sold by phone. Funny, I still saw WoW games and banners at every store. The problem with UO is there are an extrodinary few people who know about it. Hell, if it weren't for some of your kids playing, the population would be smaller still. Hey, EA, run one UO ad during the Super Bowl and see what happens...I've paid enough in the past 10 years, you can afford it.