"Sinclair - who appears prominently in both the single-player and multiplayer versions of the game - is a good example of moral relativism,"

"While Sinclair is the chief character in the multiplayer game, he doesn't actually physically show up, but his presence is very much felt because the citizens of Rapture have enrolled in his 'Sinclair Solutions Home Consumers Rewards Club' - this pyramid scheme he has started up in order to promise these people new cutting-edge plasmid weapon technology."