They're spending too much time figuring out how to drain as much money out of their fanbase as possible!
The 20 different FF remakes, the dozen spinoffs of DQ/FF13/etc were not enough. And what better way to one up in game advertisements than...real life game tie-ins???
It definitely is slightly more high end than the Halo soda.
http://kotaku.com/5033004/final-fantasy-xiii-comes-to-mens-formal-wear