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I think the marketing of this game is a really tough thing to do. If you advertise it as what it is you spoil too much, and the WTF experience would get lost. But advertising it as a generic shooter didn´t work too good because a lost of gamers are sick of generic shooters so they didn´t an ugly Third Person military Shooter. Which is a shame this games turned to be one of the biggest surprises of 2012.