Ron Carmel, co-founder of game developer 2D Boy, which created the indie hit World of Goo, gave a speech at Montreal International Games Summit in which he encourages large game publishers to put more time and money into smaller, indie-like teams. Quoting GameSetWatch: "'We need a medium-sized design studio. Something that is larger than a typical indie, but has the same propensity for of talent density, focus, and risk-taking,' said Carmel, formerly an employee of major publisher Electronic Arts prior to going independent. Notably, a focus on profit must be eliminated from the equation. 'Creating this within a major developer doesn't present a problem,' said Carmel. With a budget of $1-$2 million dollars, 10 staffers could be hired to work on 'creatively ambitious and forward-thinking projects.' He likened it to the automobile industry, which alongside its mainstream consumer products works on concept cars — few of which enter production as regular models. The concept car is, said Carmel, 'a marketing expense to build your brand, and say, "Look at all the amazing things we're creating."' It also helps with recruitment. Said Carmel, 'there's no reason the larger game companies can't do that.' He also said that developers must move away from the notion that a team comprised primarily of programmers and artists can create a great work. Why do Valve's games have such amazing environments? Because, said Carmel, 'Valve has architects on staff.'"