id Software CEO Todd Hollenshead has said that company philosophy prevents over-selling its multiplatform Tech 5 engine because games come first and licensing the engine second.
"Our philosophy really hasn't changed from what it's always been, which is games first, licenses second," Hollenshead told Gamasutra. "Working on Rage and working on Doom , which are both id Tech 5 games, are certainly our top priorities."
Instead of handing out loads of licenses and doing heavy promoting, id has instead "seeded tech out to a few licensees".
"Our philosophy on that has been that we'd rather have a small number of good-fit, high-quality developer licensees than a bunch that aren't really good fits or that may not be that bright of a licensee anyway.
"We think that the licensees...are going to have an impact on how the technology is perceived."
More through the link.