Surge will essentially be the brand slapped onto games that are, as the release puts it, "targeted at satiating the appetite of western gamers." Are you prepared to be satiated? Do you like urban hip hop culture with traditional Japanese aesthetics? If you answered "yes" to all of that, then the folks are Namco are geniuses, because the first game to ship with Surge on the sleeve will be Afro Samurai.
Additional 2009 releases will also feature the new mark.
I'm immediately reminded of how Eidos spun out a label called Fresh Games to publish stuff like Mister Mosquito on the PS2 back in 2001. At the time, it seemed like Eidos was either saying "these games are too weird to have come from the same brand that brought you Tomb Raider" or "we don't think you'll look at the box twice if you see the Eidos logo on it." Do you think either of these cases apply to Namco's new label?