User blog comment:Evans0305/Is 2k misusing the BioShock name?/@comment-1401334-20110604213404

It sounds to me like people are not confused by the use of the BioShock name as much as they are by 2K's changing studio names. The interlocking history of 2K Boston/Irrational Games, 2K Australia, and 2K Marin could be confusing for many people. I don't think it is 2K's fault if gamers are misinformed. This goes back to something that was mentioned in one of Irrational Games' podcast discussions about the difference between the game making industry and the movie making industry. Hollywood has the benefit that certain directors or actors become well known in the mainstream media, so the customers know who they are and that they can be trusted to make good movies. For example, most people know who Steven Spielberg and George Lucas are, and they are known to make a certain genre of movies. Unfortunately, the recognition of game development studios hasn't become that advanced, so the confusion among casual consumers is greater.

Also, regarding the Xcom advertisements, technically some (just a few) of the people who worked on BioShock are still working at 2K Marin, so 2K's claim of "from the creators of BioShock" for Xcom isn't entirely false...