I agree that 12 games is too little. 18 sounds about right.
In the event of a tie, how about the winner being the guy who used less time (totalled in all 18 games)?
I don't have a problem with the champion retaining the title if tied, which forces the challenger to try some aggressive tactics.
the need to change the format. the hype will fade if we have another 12 game tie with what 10 draws..that's the way chess is i know.. but for the "sport" they need to change things up. give the players money bonusex for wins or something..some kind of incentives