“What we like to think about it is, Borderlands is a hobby. Some guide guys just did a playthrough of Borderlands 2 and they reported back to us that it takes 58 hours to play through the campaign – and that’s just one playthrough with one character.
We look at it as a hobby, and that isn’t even counting the new Badass Points system and how that’ll affect every character you do. We want it to feel like you get more for your money. We’re happy for people to pay their money once and feel that they get ongoing value.” – Gearbox marketing VP Steve Gibson speaking to Gamerzines.