"The main problem with this scenario is that there's no reason for this well-respected designer to act the way he's acting. It's reminiscent to the way Tom Cruise burned all the buzz for Mission Impossible: III with his whole "I love Katie Holmes so much I'm gonna kill her" crusade. Just as Tom Cruise became weird and embarrassing, Cliffy B. has managed to emulate Tom's annoying and obtuse approach to product promotion. Plain and simple, these antics aren't going to help sell Gears of War 2. The game was already poised to break records, and it's already been promoted enough. What Cliff is doing will only prove to be overkill for an already over-hyped game.
When it comes time to promote Gears of War 3, maybe Epic will keep a leash on Cliff Bleszinski's mouth, or at least keep his rancid opinions embargoed until after the NPD results flood in, following the game's release. Otherwise, he could potentially hurt his own game more than the competition will."