I played the first 10 minutes or so of SOMA (I had to go after I woke up in the chair in PATHOS-2 and turned on the lights, if there are any other surprises in the intro I don't know about them), and it was the first game I've played in a while where it starts in a setting way different than the marketing showed. It's a really fun feeling, because the whole time you're wondering how this all connects to the game you were shown in trailers, how the character gets from A to B.
The best example I can think of for this was the first Assassin's Creed. I'm not sure if they had announced the Animus stuff, but I had seen multiple demos and trailers of it without knowing about it, so waking up in a modern day lab within the first couple minutes was pretty crazy.
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