Drumming up drama for the sake of free publicity isn't new, it's just several magnitudes greater in terms of what the controversy is vs the alien side-boob days of Mass Effect 1, or whatever FPS it was that had you maybe gun down an airport of civvies while pretending to be a terrorist. I include the "maybe" part there because the player doesn't actually have to join in, but the MSM of course didn't include that part often, if ever.