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I only just found this interview from Masuda on why Rivals aren't mean anymore

No.53931924 View ViewReplyOriginalReport
https://www.gamespot.com/articles/pokemon-dev-explains-why-your-rivals-arent-jerks-a/1100-6462397/
>"I think the biggest reason that rivals were more of a jerk in the early days is that we were just limited in what we could express with the pixel graphics. There's not much that you can do with that kind of little sprite on the screen, so we worked harder to characterize them through dialogue and give them certain personalities. Also, because it's just dialogue and there's not a whole lot going on on the screen, it doesn't give as harsh of an impression even if they're jerks, I think. Now we have HD graphics and the visuals are much more impressive. If you also made him a jerk, the impression would be a lot stronger on players. Another thing, just my own personal take, is that it feels that people with those kinds of personalities these days are just not as accepted by players as they were back then."
>"This question is connected with my previous answer. We didn't put the BF in ORAS for this very reason. Interviewer's note: In short he means that they didn't include the BF because only a very small part of the players would have fully appreciated and made use of this feature; nowadays players get bored and frustrated more easily and they aren't interested in things that are so demanding/challenging."
>"What? How come you've already played the games? hearty laughter [the games were supposed to come out in Italy the day after the interview] We created a "balanced" game that was suited for our time and age, where everyone is very busy and young people have various means of entertainment. Using smartphones and other devices they can access a great number of games, so the time they dedicate to a single game is less than in the past. The player can choose to keep on playing after the main story and continue to the post-game, where the difficulty rises and there are much more difficult Trainers and challenges to overcome."