The Guardian has an article about id Software's status after being purchased by ZeniMax (Bethesda's parent company) not long ago. While id gained considerable financial stability out of the deal, it's clear that what Bethesda has to gain is access to top-of-the-line engine technology, which they've often needed to license. id's Todd Hollenshead said, "The videogames business is defined by technology, which is why guys like JC [John Carmack] are still so significant. Consumers may not be as in touch with the intricacies as they used to be, but you can still make significant, impactful change. We're confident Rage will be one of them..." He also mentions that "the PC market has receded in terms of significance," a sentiment evidenced by id's aggressive expansion into the iPhone games market.