Tonight, during a game, my friend and I had the following exchange:
"No wiat, don't do that!" "Why not?" "Because if you do that then we'd win." "Oh yeah. Ok, I won't." We then both had a brief moment's thought before laughing. :-)
For those of you who are curious to know ...
My friend and I are currently working our way through all the Ancient Ones trying to beat them all in every way possible (apart from Azathoth in a Fight for obvious reasons). The conversation above was conducted during a game against Cthulhu who we had previously beaten by sealing him up. We hadn't beaten him by fighting or by having no open gates and the correct number of gate trophies and the action I was stopping my friend doing was using his Elder Sign to seal a sixth location because we didn't want to win that way again. So play continued and we eventually won by having no open gates and enough gate trophies.
We then played against Cthugha who we spectacularly failed to seal - and believe me, it was a SPECTACULAR failure - and who then ate us.

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Choosing is more tense and seems intended given Ghatanothua is in the same box and its a *lot* of fun, so I cant agree with the notion that he takes the joy out of play, although I see your point, I just think you need more practice at russian roullette 

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