After earning a degree in aeronautical engineering at the University of Tokyo, Shoichiro Irimajiri was snapped up by the Honda Motor Company where he developed engines for motorcycles and Formula One racing cars for nearly 30 years (interesting fact - his current favourite game is Sega Rally 2). After resigning from an executive post in 1992 following heart problems, he was approached by Hayao Nakayama, then President of Sega, who offered him the position of Vice President. Following the Saturn debacle, Irimajiri was installed as the new President on February 10, 1998, and charged with pushing the Dreamcast in order to restore Sega's tattered image. Judging by early sales figures in the US, Irimajiri seems to have steadied the ship - not bad considering the initial lack of interest in Japan, which he swiftly resolved by halving the price of the console. Does this mean that we should all shun the Dreamcast on October 14, thus ensuring a similar price drop in the UK?