tuxgeo
Adventurer
I really like what we're seeing so far. Minor gripes aside (character creation not physically in the box set, distaste for the cover fonts and layout) I think they are right on track to meet their goals for the game and brand and make most people happy.
Note that is just said "fifth edition" in lowercase text, rather than "5th Edition" or "Fifth Edition." I think that is a deliberate attempt to focus on the Dungeons & Dragons name, while admitting veterans need a term to differentiate it from prior editions. Smart move.
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I, on the other hand, do not think it is that. Rather, I think that is their editorial standards kicking in: the only things allowed to go UPPERCASE are (1) the first letter in a sentence, and (2) proper names. In this light, "Dungeons & Dragons" is a proper name (and even trademarked), but "fifth edition" is a mere descriptor. Seen that way, it isn't a matter of priorities at all -- it's merely the way the English-usage-guidebooks advise the editors to control against excessive capitalization.