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Think about it...
What better branding to:
1.) Position this as a sandbox game where players have the freedom to create and destroy content. (As opposed to focusing on the dev generated quest-driven content.)
2.) Make it absolutely clear that this is something new and different - not just another iteration of the games they made before. (They said this was important at E3 2013).
This still has an epic fantasy vibe - think "Neverland".