Savage Worlds and Fate have far less crunch that GURPS and Hero as a selling point. Whereas it can be argued that GURPS is fairly crunchy, which will turn a fair number of people off, and unlike Hero having the Champions supers world, GURPS doesn't have a strong, amazing world to get people into it in spite of the crunch. And frankly I don't know if Dungeon Fantasy can change that since to the casual observer, what are the selling points of Dungeon Fantasy that you can't get in a ton of other fantasy games and settings?Hm, okay. But what about Savage Worlds? That did pretty well w/o an identity (unless you consider DeadLands to be the SW specific setting). What about Fate? What is its identity? I'm not saying you're completely wrong. But I am not sure that a system has to have one core setting. And if anything "Dungeon Fantasy" is the new GURPS specific "setting"