If we're going after disingenuous marketing, I think there's some much bigger targets then Gears of War.
And I like the trailers, but at the same time I kinda wish they'd stop trying to pretend Gears of War is this deep, intelligent piece of work. Its big space marines with f***ing chainsaw guns fighting underground mutants and cracking one-liners. Every time it tries to go for emotion, it just looks stupid("I hurt Sarge :(", everything about Maria, etc). That said, from what I've seen of Gear of War 3, its storytelling looks to be the best so far.
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You know who's sexy? Black Turtle, the 2010 Games Contest Guru Winner, that's who!