An upcoming patch for the 2009 breakout hit Borderlands was announced during Gearbox's PAX panel.
Kotaku reports the patch will allow Gearbox to harvest player data - much as BioWare does with Mass Effect, for example.
Gearbox gave some specific instances of what kinds of data will be collected including which locations players visit most (and least), and "which guns suck".
"This technology, dubbed B-Test for this patch, is about increasing the relationship between you and us," studio head Randy Pitchford said of the new system. "This will allow us to make better games."
Presumably these better games include the recently-announced Borderlands 2.
The patch will also introduce Steamworks, the most notable user-side feature of which is cloud saves, and will arrive on September 9.