Moore - who helped launch Sega's ill-fated machine and was working for the company at the time - wanted to find out how consumers perceived Sega compared with other games companies. He gathered a focus group of twentysomethings and asked "If these brands were people, who would they be?" Apparently, Sega turned out to be the "granddad with dementia who used to be cool but you couldn't remember why."
Oh, and if you're curious, Moore also reveals that the focus group thought Rockstar was the "drunken uncle who'd show up with a hooker from Vegas". And EA - who Moore works for now - was considered to be "the high-school quarter back who always got the cheerleader - an arrogant son of a bitch."