@kkotd: The graphics card thing is cross-promotion which most likely gives Square free marketing for products. Similar to the way you see Iron Man on Dr. Pepper cans and Taco Bell commercials.
And having pre-order incentives on their own site doesn't equate to losing money. If they were to give you 10 dollar for a purchase of the next Square game on their site they're essentially making the price equivalent to what they would be selling at retail (or around the price I suspect they'd be making at retail after retail's 10-20% cut).
Saw it everywhere? I never saw a single ad apart from the first E3 trailer and that Conan Clueless Gamer. That's anecdotal, but so is your view of it. It's a case of them needing to find better ways of marketing their product, not necessarily less of it.
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