You can’t rule out the possibility that executives are idiots, but that shouldn’t be your default belief. I don’t think there is any obvious path that would have doubled the revenue from Id games.

Could they have gotten more with a different pricing strategy? Could they have created more things for fans to buy? Could they have cost-effectively marketed in a way that reached more players who would have loved and bought the games? Could they have changed the game designs and broadened the appeal to more players without alienating existing ones? Could they have produced the games at a lower cost, faster or cheaper? I really don’t know.

The actual quote that means the actual opposite of the title.