It's time to close some tabs. This Wired article is about the usability testing that Microsoft and Bungie did on Halo 3.
People who know me know I am a big fan of quantified and/or empirical approaches to game design. I really truly think that if you're not using these kind of methods, over time you will go out of business, as more and more of your competitors start using it (and publishers start demanding it), and the advantage they have starts canceling out any spark of genius you may have. It's a statistical fact! :)