You make a good point, as you often do in your snide, cynical comments on the video game world as a whole, and I agree with the vast majority of the points you've made. Yes, Mass Effect 3 and the controversy it has sparked within a mere week of its release is astounding, especially in such a young and progressively evolving medium. At the same time, the fans, as I see it, are not specifically 'cheesed off' so to speak, because of a lack of their own 'personal' ending. It is more a matter of the game writing off the mass effect style as a whole. While the Mass Effect style is CHOICE AND CONSEQUENCE, to be sure, the normal mass effect series has consequences beyond the immediate, and I feel that that is where many fans feel let down. The immediate consequence of the final choice, however cut and dry that it is, is inherently different from every other choice the player has made before. Add to this a complete lack of difference in the various endings, besides a slightly altered color palette and minor details in cinematics, and I believe that the Mass Effect fan base is suffering more from a lack of due closure than anything else. They (again, this as what I've gathered from piecing together some of the more legible comments...) feel that having invested over one hundred hours in this series, that they deserve more than the sudden and quick death of their character, and nothing but questions regarding every other race or character in the world.