Riot Games leadership may have been proud of its newest defense of the highly controversial $500 Faker bundle that’s stunned the League of Legends world, but their recent comments haven’t made things any better.

In fact, League game director Pu Liu’s latest suggestions during a Q&A session at Summer Game Fest, where he declared the staggering price point was “justified” and pointed out the studio has to go to these lengths because most players and esports fans enjoy the Runeterra franchise “for zero dollars,” suggest Riot’s leadership team may not yet realize just how wrong they got this one.