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That's probably the biggest issue I have. I'm all for experimenting with new ways to have the audience engaged in a show outside of the traditional program. But when you have a show like Heroes that has this overarching storyline, you want to feel like they already have their concept nailed down. Then again, maybe they're banking on the fact that whatever user-generated character could easily compliment whatever important plans they have for the show. Heck, even Lost acknowledges that even though they have their whole mythology settled, the details in the storyline can evolve because they may not affect the larger vision.
On a random side note, the thing I'm most curious to see with this writer's strike is that amateurs and other media companies can take this opportunity to grow a new audience in online media. Unless the strike ends soon, the big TV broadcast guys won't have anything interesting. Bringing back near-cancelled show leftovers won't be exciting. And any online webisodes or games they try to do based on their current programming will stink. I love Lost because of the show Lost, not because of 'extras' it could hav online. But IF there is quality online media to be found, this is the time to be found.