As for the small matter of what the studio is doing ... all Activision says is that it's an "as-yet-unannounced new videogame." It might be called Bloodhunt. It might be an "innovative" action game. Kotaku posits that it might even be Activision's new James Bond game, given that Schofield worked on From Russia with Love back at EA. Whatever it is, we're sure it will be totally visceral ... you know, like a hit from a sledgehammer.
As a service to those of you thinking about it anyway (i.e. all of us), we've got the Peter Gabriel video after the break.