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When something simple and good goes horrendously or stupefyingly bad. Usually pertains to MMO games. Origination of this word is derived from the browser-based MMORTS game 'Lord of Ultima'. [Developed] by Phenomic, an EA studio. The game had attracted many players with it's [straightforward] and addictive gameplay, but through numerous patches and "improvements", Phenomic has ruined it by dramatically changing gameplay mechanics, or not completely testing [functionality] in updates, thus chasing away countless players and destroying months-long experiences for many others.
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