Neither Williams nor his wife have played a game in over ten years. "We’ve only been in a software store a few times, and nothing inspired us," he said, claiming that the industry is "caught in a rut, and needs to move forward." "I wish Sierra still existed. We understood how to take risk, and make things happen. Here’s the problem as I see it: Production values have risen to a level that games are starting to cost $3 million to $10 million to produce. Double this amount to get the true cost to a company, by the time they promote and manufacture the product. At this level, companies can’t afford to take chances on defining new categories. You need to ship proven product into proven categories. Sierra didn’t play the game this way."