EDGE: "At Los Angeles's Exposition Park, in a hangar-like chamber packed with demo pods, Treyarch studio chief Mark Lamia is greeting the world's press. This is the Black Ops multiplayer reveal event, the latest expensive, well-organised hype-fest in Activision's multimillion-dollar marketng campaign. "We've never been more fired up than we have been this year about Call Of Duty: Black Ops," he states. "We've done the best work we've ever done." It is the standard pre-release schtick and we've all heard it before. But Lamia is unguardedly earnest. He means it. And he has to."