im actually concerned that the load time was 30 seconds during a demo - my assumption the demo is played on a work station - a much higher capacity computer even compared to a gaming computer. it is also possible this demo was not running off of the full game engine
and like whats others have pointed out the content and game play is just limited to base
if my assumptions are correct then the average simmer's computer will be much slower at loading and all of us will have increased load time the more we add content and EPs
