I wonder how much of it was down to their desire for the launch of the game to be as big as that of a blockbuster film. A lot of the TV ads and posters I've seen look like they've been made to resemble generic film promotions. A game that was set to be a celebration of how mainstream gaming has become has been left with an advertising campaign that almost seems to be appologising for the product not being a film.

Its a shame really as I was hoping this game would show not only how big of a cultural impact a game launch can have, but also how big of an impact game advertising can have.