It wasn't their idea, they were given the opportunity. You forget Bethesda is owned by Zenimax, and Zenimax also owns a mobile phone gaming developer company. That means bethesda has the chance to increase their revenue for some sort of deal, or something.
So yeah, it's a cheap knock off, and I don't see why anyone would want to play it, but don't expect this to be the last game by bethesda that goes to mobile phone. Fallout 3, for instance.
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A man once asked the Buddha, "How does one escape the heat of the summer sun?"
And the Buddha replied, "Why not try crawling into the blazing furnace?"
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