When Peter Moore was President of Sega America, he conducted a focus group in the USA with the following question - 'If a video game publisher was a relative or a friend, who would they be?
The results of the survey were...
EA - Arrogant quarterback, 6'5", walks in, gets the girl, nobody likes him.
Rockstar - Your drunken uncle that shows up from Vegas once a month with a hooker on his arm and looking for money and then he's gone again.
SEGA - Your grandad. Used to be cool, but even he can't remember why anymore.
Peter Moore then presented the focus group finding to his colleagues over at Sega Japan, and the shit hit the fan as the Japanese executives (especially Sonic creator Yuji Naka) refused to believe that American's perception of Sega was so damn poor. Peter Moore explains below...
I said, 'We need to be incredibly aware of the challenges we face as a brand at Sega,' you know, and so I play the video. Yuji Naka, Naka-san, maker of Sonic, is in the room. Now, he and I have a love/hate relationship on a good day. And we show him this, and it's subtitled in Japanese, and when it comes to that piece he just [slams his hand on the table], 'This is ridiculous. You have made them say this. Sega is the great brand, nobody would ever say this, you have falsified!' He just gets in my face. So I said to the translator, 'Tell him to fuck off.' And the poor guy looks at me and says, 'There's no expression in Japanese.' I said, 'I know there is.' And that was it. That was the last time I ever set foot in there," Moore explains.
One month after the above altercation, Peter Moore resigned from Sega and joined Microsoft to head the new XBOX division. http://www.polygon.com/2017/4/7/15222852/peter-moore-sega-yuji-naka