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I think for any consumer who isn't naive, they've just killed any chances of getting a preorder from them.
How little confidence do you have to have in your product that you're unwilling to let people advertise it and perhaps use them as free marketing less than two months before release?
I mean look at Age of Conan: that game had little content, but the devs were smart enough to restrict the maximum level so you got the best experience possible. They GOT NEARLY 1 MILLION PREORDERS/SALES DUE TO IT and that IP WASN'T HALF AS BIG AS ES.
If this game sells 1 million (in preorders assuming there is no open beta), I will very much be surprised and saddened that there are still people who will throw their money at anything.
They are doing more harm to their game than they realize and I sincerely hope that the marketing people at ZO are fired.
Edit: purchasing, not purcashing.. damn it I can't edit it now... great