Unbelievable

The Mass Effect 3 ending controversy must be weighing heavily on Bioware’s mind by now. The visceral reaction to it has been unbelievable. Even if the fans ultimately lose this debate, the protest to it has been something to remember and is largely uncharted territory. The ‘Retake’ movement has however got some skilled people analysing Bioware’s moves.

I think the most important, and intelligent, post I've read on these forums since this controversy started has been this one from a user named atghunter. I shall quote his post:

atghunter wrote...
Posted this yesterday, I'll repost here. Hope it helps to see what's on the other side of the mirror atm.
I don't think Bioware is out of touch with their customers though I agree with an earlier poster that right now they are assessing their options. Nor do I think that everyone speaking up for them at the moment is a "yes man" or shill. That said:
I don't for a moment think there are any other endings, this was a hallucination, etc. Bioware/EA is letting these speculations go on for two reasons. First, they are letting people vent. Secondly, they are weighing options.
Years ago, I worked for a PR damage control team and everything right now is going by the book. First, re-affirm and ignore (also known as doubling down), then try and define the detractors in the mainstream with things like "this is all a big mistunderstand", etc. while remaining civil in the hopes the detractors go rabid. Meanwhile go dark and use countermeasures through third part sources to prop up your position and brand the outcry as driven by hacks, haters or a minority trying to wear out the detractors on these outlets or "shock troops" while protecting the corporate core. Next, offer something distracting (notice SWTOR is free this upcoming weekend) known as the "faux olive branch"/ask the angry people to explain their concerns (without agreeing to commit to a compromise), buy more add time (definitely going on right now), and hope it dies down. If the pressure is still on, determine the economic viability of 1) ignoring the outcry and banking on the fickle nature of consumers to get over it or 2) determining if we can make money off of fixing it.
If it is any consolation, the decision whether or not there is a fix DLC, etc, won't be made by the writers so illusions to things they wanted to convey don't matter much atm (to wit: the leads comments yesterday). I suspect he's been called in and politely told by the PR guys to not do that again. This is now a corporate problem, not an artistic struggle with fans. Somewhere in the EA bunker, attorneys, PR guys, writers and brass are sharing numbers b/c in the end this will come down to hard currency.
As one who despises the endings, I'm hoping the suits tell the visionaries that the customers are loud enough and numerous enough to swollow their pride and get them out of this storm. For those that love them, I readily accept your position and respectfully disagree.

His post was written yesterday (Thursday, March 15) and today (March 16) Bioware announced the N7 weekend "Operation: Goliath" baloney encouraging gamers to play a weekend event that promises "FREE STUFF".
social.bioware.com/forum/1/topic/324/index/9993278/1
Sadly, a lot of the same people who were swearing off Bioware were posting in that thread asking how they can be a part of the event. I was persoanlly disgusted, so my question to everyone was - does no one see what's going on here?
Soon after I created this thread, atghunter commented again.

atghunter wrote...
Greetings All,
First, I’m flattered someone would repost this. Many thanks.
A couple follow-up thoughts for those wondering what is likely going on with the other side of the mirror in the last couple days:
First, Operation Goliath, the free Star Wars online weekend, and the recent noncommittal overtures to listen are faux olive branches. Sorry. Customers intrinsically want to believe companies they patronize listen and when they stop believing that, the company has to say they are listening and do anything to get the detractors off-message.  There are a dozen names for this, but the most memorable was "The Shell Game."
You will know that there’s a genuine need for dialogue in the corporate bunker when the message turns from “we’re listening” to “we acknowledge we may have a disconnect with our consumers and are willing to discuss a meaningful solution to the problem.” It signals an end to non-committed deflection and opening genuine talks to solve the problem (it’s knows as “Exposing Your Throat” btw). At present, you’ll notice Bioware/EA has only said they will “explain” the endings. That’s not a give, that’s a delay tactic.
But here’s the part that amazes me as an old PR guy and is totally new. The disenfranchised base here is changing the old methodology. It’s akin to comparing old-style bunker PR defenses to new blitzkrieg-style consumers. To date, the “bunker strategy” was always used because it was virtually foolproof. However, social media and the 24 hour news cycle have simply changed everything. Twenty years ago, you could not mass 30,000 protesters into a networked base without some luck, money, a GREAT cause and (most importantly) time. By the time you did get organized, folks were either burned out or lost interest. Groups like Take Back have altered the landscape and suddenly the contest is taken from the old paradigm to a crazy new (and wonderful IMO) place. Preorder sales took away customers biggest weapon in the past (i.e. don’t buy the product). Now customers who feel they have received poor value have been potentially re-empowered by the internet. Bioware/EA is feeling the full brunt of this thing while passion is hottest. They are deploying countermeasures faster than the old strategies ever would have ever suggested. To some degree, they are being outmaneuvered atm. But now it depends on how long the protest/outcry holds up.
Two more quick points and I’ll close. First, the Child’s Play movement was brilliant. Notice over the past few days how some of the most visceral detractors to the outcry have had to shift their vitriol from “you’re spoiled selfish haters” to “sure you gave to charity, but you are spoiled selfish haters.” Nobody is drinking that Kool-Aid. Better yet, some outlets are now saying “maybe the game has problem but its still art” from the precedent message “best game ever.” That won’t fly with the mainstream. If its one thing they know is that when “art” hits the marketplace, it is a commodity, nothing more. You’ve changed the countermeasures from "unbiased" critics of the movement into drum beaters simply trying to get you angry. EA’s PR guys probably envy you (grudgingly) atm. 
Second, don’t buy the only X people voted in the poll out of 1 billion customers, so they don’t care. That’s bunk. Are there "drum beaters" on both sides of this issue that just want to see controversy, sure. But if I was sitting in an office looking at that Bioware poll, I’d be reaching for a cigarette.
Finally remember, they have much more data at their disposal. They know how sales are going, how much time people are playing that are synced into Origin, etc. They will watch those numbers this weekend. If sales slow, watch for price cutting within 10 days (just over the two week US release date). It will mean that retailers are getting nervous and will slow new unit orders. As I’ve said before, this will come down to hard currency. If the protests start having an effect on that front, the response will come.
I’m an older gamer and again appreciate the repost. To everyone (on both sides) continue to let your voices be heard. You are consumers and have every right to engage in this discourse. The boards being locked yesterday proves someone is watching and knows this is an issue.  I'm in the hated-ending camp to be sure, but I admire everyone one of you who is arguing for what believe on both sides!
Cheers.
Many men may be willing to die heroically for a noble cause, but few men will live humbly for one.  Wilhelm Stekel  

And tonight Casey Hudson responded precisely as atghunter predicted.
social.bioware.com/forum/1/topic/324/index/10089946
And here is atghunters thoughts on Casey's statement:

atghunter wrote...
Greetings All,
Really flattered with the responses.  Respectful regards and thanks to all.  Been spending a few minutes reading over Mr. Hudson’s response.  Here's my PR insider perspective.  Hope it helps a bit.
First, let’s simply look at strategy over content. 1) They definitely released this on a Friday evening to bury it in the news cycle (because it does acknowledge in passing there are unhappy customers, but more next paragraph). Btw, kudos to those who pointed that out earlier in the thread-Solid catch. 2) Several of the “anti-ending” articles (most notably Forbes) are now creeping into front page searches for “Mass Effect 3” instead of “Mass Effect 3 endings” and they are hoping this release will knock those stories to page 2. 3) They are hoping to deflect some of the current silence anger by combining this message with this weekend’s faux olive branches (discussed earlier).
All in all, the message release strategy is nothing too interesting at this point.
The content, however, is interesting. Most of the statement is doublespeak meant to let you see whatever you want as to as to the direction this thing is heading. Mr. Hudson then clearly tries to give validity to the greatness of the game by citing a couple news sources in the hopes of getting those stories more hits and onto search page one (nicely played EA PR), but the main thing is a clear acknowledgement that Houston has a problem with “some” fans. Mind you, he uses the term “some” and “most passionate fans” to try and minimalize the level of the outcry, but the disenfranchised fan base has reached the level of acknowledgement. That is important. Does it mean those disenfranchised fans have won? Not by a long shot. But Mr. Hudson’s statement was written (or at least approved by someone running damage control). And ultimately any time you have to acknowledge a problem with your product or customers, you have issues.
Does he continue on holding his own line that they intended “bittersweet” endings? Yes. Is the comment that you’ll see more of Commander Shepard an illusion to an “ending” DLC? Not certain but probably not at the moment. Does he utilize the “we’re listening to feedback but not promising we’ll do anything” line used on the boards yesterday? Sure.
It is clear most of his statement is insubstantial and leaves tons of room for spin either way down the road. Whether it gets used or not, management is trying to find some wiggle room in case they have to change course.
Last bit. A warning. PR guys know that right now many people’s emotions are on edge and often use a tactic called “Sound and Fury” (Shakespearean reference see Macbeth) to see if it gets people raging. It helps that strategy that people are looking at anything coming out of Bioware to detect wind changes. That said, I was reading through the thread burning with Mr. Hudson’s statement (though to be fair it is a Bioware/EA statement) and it seems for the most part folks are being passionate, but civil. EA PR will probably chalk up that aspect of this release as a failedruse de guerre (trick of war).
Stay civil, stay passionate, and stay vocal no matter which side you take. For myself, I’ll shamelessly
Hold the Line

Shortly after Casey's statement, a forum thread was created for Bioware rep Jessica Merizan to gather feedback from unsatisfied fans:
social.bioware.com/forum/1/topic/355/index/10098213/1#10098213
Here is atghunter analysis of that:

atghunter wrote...
Greetings all,
I promise some individual answers (working my way forward from page 18 atm) and my wife thanks you all for letting me have dinner. But first, a take on the latest Bioware maneuvers from a PR perspective.
First, I’ve never met Ms. Merizan personally, but I’ve read some of her tweets and find her to be an engaging and personable individual online. She is a PR guys dream because I believe she genuinely has empathy for the players and it shows.
That said, please remember that she (like everyone else in this storm at Bioware is saying nothing more than they are being told/authorized to say).
So on to the post. Of course, we’ve covered the whole churning things out on Friday night to avoid the news cycle under Mr. Hudson’s post. Standard Operating Procedure there. However, the tenor of Ms. Merizan's post is much better than what we’ve been seeing in the last 24 hours. Moreover, it is simply less of a CYA publicity statement acknowledging a situation but minimalizing the problem. Notice she drops the pretense of “most people love this but a few people may disagree” and heads straight into a quasi “throat exposure” by saying:
“In order for a collaboration between the devs and the fans to work, I need you guys to CONTINUE being constructive, and organizing your thoughts. I know where to look, but I need you to help me by contributing to the dialogue.”
It is a direct communication to the offended customers. No promise of change to be sure, but probably the first genuine offer to discuss this issue in terms of possible collaboration vs. discussion/explanation. It won’t make the news b/c of Mr. Hudson’s statement issued shortly before as a media "screen" (though honestly, this was probably the intended message the PR guys want us to have all along).
As I mentioned before, once you gain acknowledgement, you have taken the first step in a PR campaign towards a compromise. Lots of road ahead, but to that end, well done.
Also take that Ms. Merizan acknowledges the positive aspect of the RetakeME3 movement. From a PR standpoint, it’s like acknowledging the people you are presently struggling with actually have virtue. You’re not saying they are right, but you aren’t simply acknowledging their presence either. Mind you this can also be a gambit to 1) deflect (as we’ve previously discussed) or 2) to enrage (i.e. hope that the players will refuse to communicate and thus be seen as unreasonable at this overture). Best PR counter response: strength, civility, a touch of wariness and loads of conviction.
The only troubling thing I can see is the collecting feedback data for “weeks” comment when the game went into full release only about 12 days ago, but I’m guessing that was possibly a PR guy’s oversight who assumed (based on the historical curve of these kind of things) that this matter has devolved in a much longer time that has actually elapsed. But it is equally possible she has been keeping track as well.  Still doesn’t detract from the tone of the message.
Much less deflection, a bit more acknowledgement. If it hasn’t become clear, these fights (and make no mistake, they are fights be it abet civil ones) are of move and counter-move.
Continue to make your voices heard. Give them the concise arguments I’ve read on this forum a hundred times (regardless of your side). This is a game of choices, and call me an old optimist, but I have to believe there is enough room on my hard drive for some endings for both the producers and we consumers. Continue to post respectfully, but with the passion and conviction that inspires an old gamer like me. If you do, and this ultimately turns out to be a deflection, it is a dangerous one for EA/Bioware.
Here's why. One of the greatest lessons of PR is don’t offer to negotiate, unless you mean it. Doing so and ultimately being outed is called “Brokering Solutions but Delivering Stonewalls”. Not to be melodramatic, when I did this work, we called it something else…
Sudden Death