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I was watching MTV yesterday, and I swear I saw three commercials for Allstate Insurance in a row...
Anyway, I agree, MGS4 doesn't need any hype. Millions of people bought it and play it. MGS4 is it's own hype.
It doesn't 'explode' for everyone. I avoided most information about the game, and I still play it. I'm on my sixth playthrough, going for the emblems, and still love it as much as my first. That's the beauty of avoiding hype, imo.
really
they had it plastered across the sides of buildings, subways, and anything with a flat surface in japan. :l