Yeah, but it is also a game, which implies it can be "won". Most people would see the happy ending as "winning the game".
The idea of "winning" is often used to support the idea of having the happy ending. That people want to feel that they have won (which is fine and reasonable enough of a perspective to have)
The thing I liked about the endings of stuff like Deus Ex (the first, and human revolution) as well as even ME3 is that I don't see the consequences of my choice (Extra Credits had a recent analysis of choices vs consequences).
By not seeing the consequences, for instance, people can debate and discuss the pros and cons of whether or not JC Denton's decision to merge with Helios was the best idea, or if granting the Illuminati power was best for the world going forward. Or maybe, we just needed a reset like Tong suggested. I know I have MY thoughts about it. But if they went into the consequences of each of those actions, then it's less of a choice. Imagine if picking Tong's city-state idea had an epilogue of how humanity simply returned to the same state that it was at when Denton pulled the switch? Arguably, now, it's seen as a "meaningless choice" because it doesn't make any difference. Especially if, for example, Denton merging with Helios results in a new Golden Age utopia for humanity.
All the interesting discourse over the choice is made irrelevant, and it becomes pretty clear which is the "right" choice.
Some games can make this work better. I loved the endings of Vampire: Bloodlines. Likely because there's such a smaller scale adventure so the idea of "winning" is much less impactful on the state of the game setting. But when you side with the Kuei Jin, I simply go "bravo game" and it's a masterful ending. But still, it's seen as a "losing" ending. I think it's reinforced because you declare your allegiance a fair ways before the epilogue of the game.





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