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So ... I don't see why they shouldn't market it like that. As an ad campaign, for the casual gamer, it's fantastic.
I'll get it eventually, of course.
Seriousness doesn't bother me at all ... but from what I've played and seen it's more serious than you seem to think. And allows plenty of creativity in how you complete stuff.
Trailer put me off. Any game marketing itself by talking about blowing stuff up (as much as I like the ad and enjoy blowing stuff up) can't be as serious as I thought... Was looking for a more... Agressive and "real" (ie. SOCOM style) game.
Haven't played it though... Been too busy with Disgaea :D.
Although from what I've heard it is most excellent.
have a look in the Xbox forum - there's a big topic about it in there.