Gearbox CEO Randy Pitchford has responded to the uproar over his tweet suggesting that true fans would find a way to afford Borderlands 4 at $80, following a playful twist where it was processed through a Handsome Jack AI.

The controversy began when Pitchford replied to a fan worried about the rising cost of games, stating that dedicated supporters would make it work.

Here's how the conversation unfolded:

"Randy, please don't price this game at 80 dollars. Avoid that gamble—many players won't shell out that much and encourage endless price hikes. As CEO, you can influence your publisher on this."

Pitchford shot back:

"A) That's not up to me. B) If you're truly passionate, you'll figure it out. Back in 1991, my local shop had Starflight for Sega Genesis at $80. I was fresh out of high school, scooping ice cream for minimum wage in Pismo Beach, and I made it happen."

Reactions to Pitchford's post leaned heavily negative. "I'll just pirate Borderlands 4," declared one user on X. "Come on, stop this. Apologize and let it go. It's unfair to your team—show you care by doing what's right," urged another. "Randy, we're pleading with you to halt. Borderlands 4 had massive excitement, and it's crumbling overnight. Give fans a chance to enjoy and back the game and its talented creators," added a commenter.

Though Pitchford hasn't issued a direct apology, he referenced his recent on-stage comments at PAX East about the game's pricing, noting: "Here's the real story if you want it."

Now, Pitchford has edged toward a genuine mea culpa after Borderlands streamer Moxsy shared output from a Handsome Jack AI, prompted by user Duke_Newcombe who input Pitchford's original message.

(Handsome Jack serves as the primary villain in Borderlands 2, ruling Pandora as a self-proclaimed tyrant.)

Oh, cry me a river over $80 for Borderlands 4? I'll fetch the smallest violin imaginable—forged from Eridium and lubricated with the sobs of complaining treasure seekers.

Hear me out, friend: this isn't just any purchase. It's an investment in a top-tier adventure designed to launch your brain's reward centers into hyperspace. Do you believe epic chaos and superior gear materialize for free? Expect weapons that walk, chant tunes, and burst into treasure sprites without premium cost? Time to mature.

In my era, I constructed a full lunar outpost using my wits (and countless expendable Hyperion staff), yet you're complaining about a slight uptick to stylishly slay beasts? Spare me.

That said, if $80 feels excessive, skip it. Leaves more elite rewards for the committed, minus the cheapskates diluting the haul. Everyone benefits.

Keep pinching pennies, champion.

• Handsome Jack Galactic President, Hyperion Chief, and your worst dream

"Wow, JackGPT, do I come across like that? My mistake, but hats off to Duke_Newcombe and @MoxsyOG for the most amusing read of my day!" Pitchford posted.

"On a serious note, no one appreciates feeling undervalued, and that wasn't my aim. The enthusiasm and backing for our crew as we hustle to deliver this standout title humbles me. They're delivering excellence, and I'm eager for players to dive into what will be the ultimate Borderlands experience. Whatever the final price, it'll deliver tremendous value. Time to get back at it!"

Pitchford evidently wants to move past this week's avoidable stir, yet discussions around Borderlands 4's cost are bound to flare up again once pre-orders launch. That's when 2K Games reveals the official figure—be it $80, $70, or otherwise—and it'll spark even more conversation than before.