This is not shtick at all--Spoony knows how to use hate-shtick to be funny, and he does that in his reviews. This coverage is true Spoony; he takes gaming seriously, and he is thus very picky about games. I find it a bit ridiculous, but then, I don't take games as seriously as he does. Some of the stuff he noted really does look like brand-stamp forgettable stuff, like the Pirates of the Caribbean game, that LOTR game, and some other stuff.
But the Zelda bit is much like Frank; some who aren't Nintendo fans see these continued franchises and think it's stupid, that it's all the same. It's not, but we don't get on their cases about it, because we know that even if it was the same, we'd play it anyway
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I still find his "BETRAYAL!" over X-Com funny, even though the fact that it's borrowing heavily from Fallout and Bioshock is making me look forward to it. I like that retro thing.