The Curious Case of Sweet Baby Inc. – Hidden Origins Unveiled?
Sweet Baby Inc. and the Ghost in the Startup Machine
Let’s be real—Sweet Baby Inc. (SBI) has been a lightning rod for controversy in the gaming world, sparking the beginning of the second wave of Gamergate last year.
They’re a mysterious narrative consulting firm that keeps popping up on AAA projects like your ex in your Instagram feed.
They often bring with them a certain…flavor. You know the one.
That distinct taste of forced DEI checkboxes, preachy character writing, and storylines that feel more like corporate HR trainings than actual games—all wrapped up in some neon purple packaging.
Now, a new twist has emerged from the shadowy underworld of YouTube commentary, thanks to a recent deep dive from Gothic Therapy, and it changes everything you thought you knew about SBI.
Turns out, the origin story they sell—three scrappy friends bootstrapping a consultancy out of love for inclusive storytelling—may be more fiction than fact.
Once Upon a Filing
According to the original mythos, SBI was co-founded by Kim Belair, Ariadne MacGillivray, and David Bédard with their vague aura of progressiveness in mind.
But when Gothic Therapy looked into the actual corporate filings, the names that popped up told a different story.
One of those names? Terrence Jason Huberts.
Not only was Terrence listed on Sweet Baby Inc.’s founding documents, he was marked as Vice President, Director, and Shareholder from Day 1…but apparently resigned the same day?
As reported by Gothic Therapy, Kim Belair allegedly submitted a correction 10 months later to essentially rewrite history—retroactively reallocating Huberts shares to herself and listing David Bédard as COO and Co-Founder.
Like some kind of corporate swap trick you only see in spy movies, it was rewritten to make it look like Terrence never existed.
Except, of course, he did.
Ghost in the Shell
So who the hell is Terrence Jason Huberts? Gothic Therapy couldn’t find a social media presence, a LinkedIn, or even a half-dead MySpace page.
Dude’s a ghost.
No digital footprint. No public involvement in the gaming scene. Just poof, Vice President of a gaming narrative firm, then gone.
BUT—digging deeper revealed a man named Terry Huberts, who served in the Legislative Assembly of British Columbia from 1986 to 1991. Gothic Therapy speculates that Terry (born April 4, 1946) might be Terrence’s father. One record from the Canadian Parliamentary Review even confirms Terry had a son named (drum roll)…Jason.
Coincidence? Maybe.
But according to Gothic Therapy’s own estimation, the odds of these being two completely unrelated people are somewhere in the ballpark of 1 in 100 million.
Not saying it is him, but if it quacks like a duck and writes suspicious filings like a duck…
Double Trouble, Coincidences Piling Up
The rabbit hole gets deeper. Incorporated on May 24, 2018, Terrence Jason Huberts didn’t just file the paperwork for Sweet Baby Inc. He started two companies that day:
SweetBaby Inc. — The narrative consultant firm full of woke funsies that we know today.
- 10792357 Canada Inc. — An empty shell company that was quietly dissolved in 2021.
Both companies? Registered to the same address. Filed on the same day. By the same person.
The numerically-funderful shell company vanishes without a trace, but the other…the other becomes the go-to narrative consultant for companies eager to meet their ESG diversity quotas like it’s a quest in Vanilla WoW.
There’s even an alternative name buried in the filings: Sweetbaby Design.
Same vibes, different font.
Does Sweet Baby Inc. Do What Gamers Think They Do?
Let’s not beat around the bush: SBI has become the poster child for why some gamers roll their eyes when “diversity consulting” shows up in patch notes.
Companies like Insomniac Games (Spiderman 2), Warner Bros. Games (Gotham Knights), and Compulsion Games (South of Midnight) drank the Sweet Baby Kool-Aid.
Gamers spit it right back out.
Meanwhile, titles that focus on solid gameplay, lore, and respect for the source material (Black Myth: Wukong, Monster Hunter Wilds, Palworld, Helldivers 2)?
They absolutely took off. Coincidence?
People want well-written stories, not sermons.
If it turns out SBI was founded not by passionate creatives but by a politician’s son—or worse, as some kind of government-adjacent op to insert ideological narratives into gaming?
That raises some seriously spicy questions.
Should We All Be Wearing Tin Foil Hats?
Now look, let’s be crystal clear: All of this is speculative.
We don’t have some smoking gun, just suspicious filing patterns, historical political connections, and one hell of a game of Where’s Waldo with a mysteriously disappeared founder.
But it paints a pretty unsettling picture.
Is this definitive proof that Sweet Baby Inc. was created as a government-backed narrative psyop? No, lol.
Is it enough to make you squint at their next game credit? Probably.
With everything revealed about Sweet Baby Inc. association with Wings Interactive and Landfall Games – I only know that there’s a lot more going on with SBI than they want you to think.
In my opinion, this goes beyond just one company. It speaks to a broader concern: Are we watching an era where ideological gatekeepers shape our games before we ever pick up the controller?
Only time will tell.
But the next time you see SBI in some dumpster fire of a game’s credits, maybe ask yourself: is this sweet, or is it just synthetic?
This was a commentary article based on publicly available information and personal opinion. Readers are encouraged to form their own conclusions based on the sources cited.
All images, logos, and video clips used in this article are the property of their respective owners. This content is used for the purposes of commentary, criticism, and news reporting under the guidelines of Fair Use (17 U.S.C. § 107). No copyright infringement is intended.
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