I sat through Microsoft, Sony, and Nintendo press conferences at E3 this year, in that order. The creamy, meat-puree fillings of every keynote are game announcements, which are a mix of long-awaited sequels, short-awaited sequels, and the rare new property from a well-established developer.

Typically, press conferences trace up and down hierarchical trees. You have a mega-exec, who tosses to a minor-exec, who tosses to a studio head, who tosses to a game director who will actually play the game while we watch. The only person in this chain who can speak well, without a script, is the game director, but he always talks the least, because he's capable of speaking literally off-script — a cautionary tale from this year is how South Park creators Trey Parker and Matt Stone stepped without chaperone onto Microsoft's stage and made fun of Xbox SmartGlass while mega- and minor-execs watched in horror from the wings.

To safeguard the company line, huge teleprompter screens are hung in the back of the auditorium, which the execs read off of in a stilted, 3rd grade clip. These teleprompters include dramatic pauses, and are paced so the nervous suit doesn't talk too fast or too slow. Even when Nintendo brought out Japanese execs, who spoke in Japanese, the english "translator" read his "translation" off a screen.