Some background: a preview build of the new Deus Ex game leaked onto torrent sites last week. So people out there, in the wild, are playing the early part of the game. And they’re doing a better job marketing it than Square Enix could ever hope.
Not that Square Enix has done a bad job; on the contrary, Deus Ex’s campaign has been a slick one. It’s just, official PR is generally reluctant to sign off on woman-punching and racial stereotypes.