Amnesia isn't scary?

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Well that's a bit of a no-brainer isn't it? Of course it gets less scary once you've taken a peek behind the scenes and see the strings that move the puppets. (metaphorically speaking) That's why I was so surprised to hear that AMfP is apparently still scary for the guys involved in its development since the beginning...(or maybe spreading that rumor was just a bit of clever marketing? )