EG -
In part is it about having an answer to Uncharted 4? The comparison between the last Tomb Raider and Uncharted has been made.
Phil Spencer: Totally. I'm a big fan of Uncharted and
I wish we had an action adventure game of that ilk. 
We've started some, and we've looked at them. But we don't have one today of that quality. This is an opportunity.
People push me as the content guy, shouldn't it all be about the content you're building? I want to own all of the hits on our platform. Well, not all of them - that's too much. But I want to have a stable of hits on our platform that we own. Absolutely. That's fundamental to us having a successful platform. When a unique opportunity comes up, I've got to go look at that. And this was a unique opportunity.
People have asked me before about IP we own, and they'll say, you own all the IP you publish. I'm explicit about it: that's a goal but there will be situations where we don't, and we've talked about those. Ryse is a situation where we don't own the IP.
rise gonna do 3 milli first week 
