Thinking back to various posts i've made on here relating to the 32X, MCD and Saturn (owner of which i've been of all 3) and also something i read today, regarding Sega and it's approach to UK press during the DC era.But just to get ball rolling, a few reminders of where SEGA went badly wrong and possible damage as a result:

The MCD:Brave attempt by SEGA to bring the MD more upto level of SNES performance (and beyond in cases of Sprite scaling), so extra CPU and custom chips which allowed for sprite+background scaling, texture mapping etc, newer sound chip and of course increased storage space of CD format, but rather than really tap into the potential the new hardware offered, SEGA plumped for FMV on a console with limited resolution and colour palette, when they could have delivered so many home conversions of their coin-op's on it.

32X:Much disscussed on other threads.

Saturn:SEGA turns down offer by Silicon Graphics of a single, simple design chipset which would bring Saturn upto PS1 levels of performance, instead Sega go twin SH2 route, leaving so many developers unwilling or unable to get best performance running both CPU's in parallel, 3rd party support flounders.

DReamcast:annoucement of which leaves Capcom thinking consumer will view Saturn as a 'dead format' and thus will stop buying games for, so Saturn Res.evil 2 canned.

But it's HERE i want to look at, SEGA's realationship with UK stores i will get to later, but it's how they 'treated' UK press around Dreamcast era:

EDGE described Dreamcast as: The Format That Would Be King (If it were allowed) and went on to describe how SEGA failed to supply screenshots for games, despite being asked numerous times, along with product info, press discs were'nt sent out, modem-ready DC's arrived in magazine offices 3 weeks after they hit the high street and Edge recived mere 2 phone calls from SEGA Europe in 8 month period and even when the specilist or gaming press did recieve goods, the 'lifestyle' magazines were left waiting, thus making it nigh on impossible for them to do DC reviews.

Not the best way to promote your new hardware, espically when you so badly need the early head start before your competition unviels the full force of it's hype monster P.R machine......