Interesting article. I especially liked this paragraph:

There’s plenty that can be said about the recent trailer, but if I had to sum up my own misgivings with it, it’s that it has an air less of “look at this cool thing we made, we can’t wait to share it with you”, more dick-swinging swagger, a cocksure sense of, well, you’re going to buy this anyway, here’s some absurdly good-looking beer to tide you piggies over.