The imminent release of RAGE, id Software's first new IP in yonks, may change how you think about the developer.
Id Software creative director Tim Willits said in an interview with Spong that there are "lots of expectations and preconceived notions", which bring pressure to bear on the company.
"I believe when RAGE ships though, that it will change the perception of the company," he said.
"I think that our hardcore fans will get it and love it, and we will actually get some new fans."
These new fans are to be recruited from among the console crowd.
"We're really excited about getting some fans on the PS3," Willits said, adding that some long-term PlayStation fans might never have played an iD game - apparently forgetting a successful Doom port.
"So right there that's about 75 million people out there that we want to try and recruit. That's what the cross-platform strategy will do for us.
"We're trying a lot of new things and it seems to be working really well - people who have played it really seem to love it."
Open world post-apocalyptic shooter RAGE ships for PC, PlayStation 3 and Xbox 360 next week.