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I think Martyn F has a serious crush on himself. His name appears on the box, rules and components a total of 1,084 times.
MARTYN F: My name only appears 28 times in the game, and that's after taking all three translations of the rules and quickstart guides into account. Do you think that's enough?
FRIEND: I dunno. How about putting your name 11 times on every tile?
MARTYN F: That's brilliant!
FRIEND: Dude, I was joking.
Yeah, everyone I've taught this game to has enjoyed it, and I think it's probably the best filler game I've played so far, but the guy is taking the "designer game" label a bit too far. If he were ubiquitous at all, he'd be the Louis Vuitton of board games.
The Z-Man Games version does not have his name on the back. Maybe they listened to you?