They have to get that hype train started. Without it we'd be pissed upon release and realizing we didn't get what we thought. They gotta create that sense of need right away. Then slowly leading up to realease they release more info to have you accept that its not going to be everything you initially thought. You still have that need in hopes its being everything you thought. You then buy it and if you're unhappy ... you have nutswingers saying they told you what you were purchasing. Its all -blam!-ing mind games with bungie. Series will forever be mediocre at best. They spend more money on psychological testing and marketing than they do on the actual game. Pavlovs dog people ! Don't be conditioned into thinking you need this great massive game [spoiler]cuz itll be the same shit we are bitching about now. [/spoiler]