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Ignore whether it's rude or mocking, and don't consider that MS has been doing it for years with Call of Duty advertisement.

If they don't have legal permission to run advertisements for it but are clearly running a viral ad which links to a page that explicitly mentions the game, aren't they potentially violating those rules? Aren't they trying to get away with something they aren't supposed to do in a way that they're hoping will just barely not get them sued? They're essentially trying to "call the bluff" and expect Activision to not sue them and possibly get negative publicity for doing so. It's clearly an ad and violates the agreement, but it's perhaps obscured enough that some gamers will defend them for it.