What do columnists for Advertising Age know about the console gaming market?

Not much. Even Bob Garfield, writing for the AdReview site, admits he doesn't know much about gaming, so when discussing the recent Xbox campaign by McCann-Erickson, he delved into gaming message boards to find out what prospective customers were looking for.

Apparently he didn't visit us here, because this was his reaction:

If you ever want to get depressed verging on suicidal, spend an hour on gamer message boards. These people -- this next generation -- are what psychologists call absolute freakin' morons.

While such boards sometimes lack a certain grace-- as well proper grammar-- this seems unjustifiably harsh. Although noticing that one gamer quoted misspelled the word bigger might make one inclined to agree with the author.