From several of the talks, it seems game companies, driven by revenues, are collecting data on a massive scale and using it to conduct predictive studies about player data. The method of designing by datastream seems well advanced, although some techniques are more advanced than others. Dmitri Williams seems to have his finger on the pulse, and Raph Koster, the father-doctor of designers, remains as cerebral as ever. Most exciting to me is evidence that companies are using shards to do experiments. That's big stuff, science-wise.