 As Lanning says, "Oddworld is about sustainable content in an unsustainable world".Their growth might be small, but being that their products are crowd-financed by the audience buying the games, there is no need to appease investors that have brought no value beyond their own cash, or answer to a board that wants to implement policies the studio doesn't agree with, which "is what drives most of the pressure and most of the distractions".Sensible Software co-founder Jon Hare says that other independent game developers have seen this new option and are not looking back, because they have been marginalized from the retail shelves by the bigger companies like EA Games and Ubisoft.