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Games like Horizons and Irth Online and WWII Online all have some really great stuff in them, but there are also reasons why they'll never have 100K subscribers.
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They had some great concepts, but all of them poorly realized. WW2O had a poor launch (if I remember correctly, their servers were evicted and had to be moved around release), but what ended up killing it was horrible network code (which made flying next to impossible) and an extremely unintuitive and overly complex control scheme, ie 3 seperate commands just to shoot a rifle. Coupled with the fact that the scope of the game was far more limited then previously advertised, not to mention the subsequent release of BF1942, killed the title for the general market, leaving only the hardcore history fans.