I have to hand it to Ubisoft. The people they've got in their PR department are marketing geniuses. They could sell refrigerators to people living on an iceberg, or a stack of Bibles to a group of atheists. Look at Assassin's Creed. The smooth operators behind the ad campaign have taken what is essentially a tech demo propped up by a rudimentary mission structure and parlayed it into one of the most anticipated titles of the season.