Because I know you guys won't all be insulted when I say this:
I think 10s should be reserved for games that innovate a lot and are perfectly executed.
When I look at GTA IV, I wonder what's new. Multiplayer, what else? (Edit: ok, a friend just told me about the amazing detail of this game. That's cool, but it's still an evolution of what they did in the previous GTA games, imo)
I see the graphics and think "decent, I'd give it an 8 or 9."
Thoughts?
