"It started in 2002 when, in the run-up to the release of horror-themed action-adventure Shadow Man 2, Acclaim announced that they would pay the funeral costs of anyone willing to put a Shadow Man 2 advert on the headstone of a deceased relative, prompting public outcry and the Church of England basically telling them to piss off. Yes, Church of "Tea and Crumpets with the Vicar" England! Takes a lot to upset those lads; they don't even hate gays that much. Now, in my research, the name "Steve Perry" came up a lot; apparently, he was the executive coming up with these ideas, but I find it hard to believe that one person could be entirely to blame. Sure, I can see one executive descending from a cocaine-induced trance to announce, "Hey, I know what demographic we should target: the recently bereaved!"; what I have trouble picturing is the roomful of colleagues that then replied, "Yes, we agree! What a good idea; let's action it!" without subsequently making hasty, sarcastic eye-rolls at whoever was keeping the minutes. Later the same year, Acclaim promoted the resoundingly mediocre Turok: Evolution by offering a sack of cash to anyone who was willing to christen their newborn baby "Turok", apparently shifting their demographic focus to the other end of the scale."