Combining my previous work on reliability growth analysis and social diffusion, I explore a new startup model in the video game industry where consumers buy "early access" to unfinished games: consumers provide revenue, report bugs, signal interest to the developer and share word-of-mouth before the game's formal release. I measure changes in customer experience over time using forum posts and product reviews, I use developer patch notes as a proxy for continued developer investments in improving product quality, and I use sales estimates to gauge the impact on firm profits. My goal is to model how some early access titles enter into a "virtuous cycle" where early sales lead to increased patching, a better product, better word-of-mouth, and even more sales, while others enter a "vicious cycle" of declining sales, persistent bugs, and negative word-of-mouth. The ultimate goal will be to help marketplaces like Xbox Live, PSN, and Steam improve policies to encourage innovative independent projects while protecting consumers from "abandonware."