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As far as Microsoft's marketing goes, it's pretty impressive. Halo and Gears aren't really games that evoke deep emotion from me. They're like Hollywood blockbusters, really. But the marketing for these games--wow. To this very day, I STILL have the trailers for Halo 3 and all three Gears games saved to my HDD and I watch them all of the time. They just seem so deep, so somber, and so depressing.