The motivation behind Irrational's media blitz is obvious: they're trying to market a third installment in a franchise that has apparently diverged so completely from the previous two installments that consumers would need constant, repetitive reassurance to convince them that Infinite is, in fact, a Bioshock game. Whether or not Infinite will be successful or not is something only time can tell, but without Rapture, Big Daddies, Li'l Darlings, Splicers, Andrew Ryan or any of the other elements that endeared fans to the Bioshock brand, I think selling Infinite to Bioshock fans will be a costly, uphill battle. Good luck, Infinite. You're going to need it.