EA hired some PR goons to think up something viral, the result was 20-hired 'Christian protestors' who picketed E3 in opposition to Dante's Inferno.
Naturally this marketing ploy has now backfired a little, with Catholic Video Gamers saying they "ought to work on making this game" something greater than a GOW-rip off. Ouch.
"It's been clear for a while now that the entertainment industry views Christians on the whole as priggish, thin-skinned fun-killers," said Maragret Cabaniss of InsideCatholic.
The 'protestors' under EA's employ, albeit it not directly, carried banners with slogans such as "Hell is not a game", and the more satirical "Trade in your PlayStation for a PrayStation".
"Gamers of all varieties will buy this product if it's, well, actually a good game," said Catholic Video Gamers.
"So instead of engaging in a shamelessly anti-Christian stunt to promote your poor excuse of a product, maybe you ought to work on making this game, you know, something better than a blatant God of War rip-off and make it, ya know, something worthwhile?"
No word from EA though at this point the only effective response, especially after that God of War snipe, would be something like 'Yo Momma' from the developers. Were EA well out of line for letting something like this happen, or is religion only good for E3 promotions now?