So far I think Ubisoft has the right idea re: marketing, except that they won't do it enough. I doubt there will be too many TV ads, but what they're doing now focuses on showing the player in relation to the in game action, rather than just what happens on screen. It makes it look fun, and it makes the controls look natural and accessible.
It's a pity that there won't be the local-multiplayer viral effect, but I bet it will still get great word of mouth and many sales will come from trying the game in someone else's house.
I'm not too worried about the lack of internet hype. Plenty of the games that have become big on Wii had little or no internet hype.
A game I'm developing with some friends:
www.xnagg.com/zombieasteroids/publish.htm
It is largely a technical exercise but feedback is appreciated.
Essay Pro