We've heard some corporate analogies in our time. But this week, 2K Games president Christoph Hartmann is really doing the Mess Around.
Hartmann acknowledges the game's heritage fans, But On The Other Hand, Baby, also offers his view that "turn-based strategy games [are] no longer the hottest thing on planet Earth".
He clearly believes 2K Marin's effort is not Born To Lose.
"I use the example of music artists," he comments. "Look at someone old school like Ray Charles.
"If he would make music today, it would still be Ray Charles but he would do it more in the style of Kanye West.
"Bringing Ray Charles back is all fine and good. But it just needs to move on, although the core essence will still be the same."
Until then, RIP Ray.
Come Rain Or Come Shine, 2K is obviously A Fool For You and your Greenbacks.
But Don't Let The Sun Catch You Crying, X-Com fans. Hartmann promises the publisher won't go all Hardhearted Hannah on you.
"The team behind [X-Com 2011] is asking itself every day: 'Is it true to the values of the franchise?'," he adds.
"It's not a case of cashing in on the name. We just need to renew it - because times are changing."
Hmmm. Nope. Pretty sure that one was Bob Dylan.