Like twesterm, I really don't get the attraction of this game.
I really hate the phrase "market the hell out of" in OP, too. Just bugs me. A lot.
Marketing "the hell out of a game" doesn't necessarily even guarantee success, either. Chinatown Wars on DS had adverts every 15mins in the UK for about a fortnight solid back in Easter, yet it sold atrociously. I'm sure people will counter this by saying "yes, but Epic Mickey's content is much more suited to the Nintendo demographic than Gran Theft Auto", but I have a strong feeling the exact same thing is going to happen. Just my hunch.