This is precisely why we're not in video game marketing. If we were trying to get our open-ended gangster romp into the hands of millions, we'd be sure to have "Just like Grand Theft Auto IV!" emblazoned across not only the game's cover, but all of its magazine ads, television commercials and special edition lunch boxes. Of course, the major failure in our marketing strategy would be in its honesty -- our game, "Radical Car Nicking," really would just be Grand Theft Auto with slightly murkier textures.

That's why we're not in game design either, but we sure are good at copying and pasting quotes from THQ CEO, Brian Farrell! Like this one (via Next-Gen), from an investor meeting held on Wednesday in Chicago, where he said, "We think that we have a very differentiated product with Saints Row 2." Farrell acknowledged Rockstar's opus as "the leader in the genre," but noted that Volition's bandanna-wearing blockbuster would go in a different creative direction with "silly, over-the-top gameplay."

We've certainly seen shades of that in the most recent Saint's Row 2 trailer, what with the encouragement of public streaking and outrageous misuse of sewage. It's out -- and very differentiated -- this October.