Dishonored is Bethesda's biggest release this year, along with Skyrim DLC. Giving the game a decent marketing push doesn't bother me, especially since it seems like a different publisher with a different release lineup might just as easily have sent this hard to market, original IP off to quietly die. At least someone at Bethesda cares about it's success and they're trying to maximize it's sales potential.
Fearing that they're building unreasonable hype by releasing too much and sounding like salesmen is a non-issue for me - I personally haven't watched much on the game since E3, as I'm already sold based on the concepts, demo and pedigree of the development team. Working yourself up into a pre-release frenzy over PR material is an easy way to end up disappointed no matter how a game turns out.

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