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Revolution Studios co-founder Charles Cecil remembers first hearing the term, “A number of publishers basically said, ‘For every dollar we spend on internal development, we’re going to account for a profit of three or four or five dollars,’ or whatever. Virgin in particular had a lot of internal development, and they were posting huge profits, and that was fine, as long as you never ship the product – and by god, you never can it, because then you take an almighty write-off.”