Alternate Reality Game?
Sega: These filthy hackers are stealing our intellectual property! Stop it! Stop doing that! These are our closely guarded secrets you are violating with your vicious depravity! Don't make me come over there... I mean it guys. Really. Stop.
Valve: It seems people looked at the files we directly gave them and are now discussing our products as well as all of the cool new features and changes that we have, or could have, implemented. It's free press, advertisement, and hype. Plus we can get their valuable feedback and suggestions before we actually release anything, saving time, resources, and public image if anything needed to be changed.
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