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I agree that 15 minutes is short. It's annoying, but not (to me) that big a deal. I think game developers were the ones pushing the hardest for this, since a lot of folks were installing games when they wanted to play them, then returning them until the next time.
This will just push more developers to put out hamstrung demos or feature-limited free versions, so I'm not sure it'll have that much of an effect overall.
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