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Self-Publishing for complete creative control?

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I assume mobile app stores and HTML5 game portals have strict rules about the content of what they will publish. If you know you are going to self-publish a game on your own website, do you take advantage of your complete creative control?  It should be like being able to make an "R" rated movie, instead of a "G" rated movie. Perhaps edgier content could help HTML5 games break-out from other types of games.  Are there already games that have pursued this approach?

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