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Not releasing much video promo material until this CM is a sign of a hyped series imo. They didn't really need to do much advertising. It's been talked about since last year with Kyo-Ani's involvement. They add a Wii controller for coolness factor and let viral advertising do all the work. They have truly avoided the normal scrutiny. No trailers on the website. Nothing at TAF that has made its way to YouTube.
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Please don't get started on criticism of KyoAni's hype, or we will have Kaio-chin (:3) in his prime time.