 Lanning refers to this relationship as that of sharecropping, as opposed to serfdom.And he's finding that in this new landscape where "creators can find an audience at a lower price, offer a product cheaper, and directly nurture that community," that the big publishers are finding it hard to "justify their value" in the industry now, especially to the gamers that purchase their products at a higher cost, with most of their money going to the publishers themselves.Gilray said of his time at Lanning's Berkely house in 2010, "I came away from that with the feeling that, well, that they felt, knew, the game and the brand were in the right hands."