Lara's Identity Confused By Exploitation?

Thanks to BBC News for their article exploring whether the diversification of the Tomb Raider brand has helped lessen it. The author points out: "Rather than consolidating the brand, the multiple incarnations [games, comics, public appearances, adverts, movies..] of the character seem to have diluted it which begs the question - who exactly is Lara today?" In fact, he suggests that the public may be forgetting Tomb Raider was a game: "At least Angelina Jolie seems to be giving the stunts and iffy dialogue of The Cradle Of Life her all. As such, she is arguably now more Lara than the original digital incarnation." As well as there being no single 'image' of Lara Croft, he concedes videogame quality may have a lot to do with it: "The [most recent] game itself is such a source of irritation that the personality of its heroine gets subsumed into the negative experience of playing it."