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::This is the philosophy we've put into the Diablo endgame. So it's not that you're not doing runs, it's that you're not doing the same run over and over again. There's a reason for you to kill this boss, then that boss, then maybe explore that dungeon. There's a benefit that pushes you around through all the content. We have some systems planned for that, but that's definitely our focus, to get out of that…I'm doing one run over and over again, and get to the idea of, I'm doing every possible run that can be done. To show off the broadest array of content.
Bosses and end game variety, from Blizzcon 2009: [http://www.gameplanet.co.nz/pc/games/156898.Diablo-III/features/133759.20090831.BlizzCon-Diablo-III-devs-discuss-design-decisions-direction-depth-drops/]
::'''Julian Love: '''We're trying to have it so that there's more things to do than just, like, when you've played the game a ton, rather than just doing boss runs to get items, we want to have more things like quest runs or things like that, different challenges you can do to get the item drops we have. We want to vary up that late-game stuff for the super experienced guys.