The important thing about attention to detail from brands and experiences, is the more you notice it, the greater you feel its absence when it's not there.

Reading the Los Angeles Times story on Rockstar's new game, L.A. Noire, it obviously comes across as nice PR for one of the most anticipated games of the year, but it also hints at just how demanding we've become as consumers.

The level of care, attention and research that Rockstar's Bondi team are putting into this game is nothing short of extraordinary- tracking down 180,000 photographs of period LA, working out how big diners were from photographs and discovering that LA's palm trees were only three ft tall at the time.

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