So, last night Activision pushed the button early on their reveal trailer for Call of Duty: Advanced Warfare.
And its got the things you might expect from the franchise and that title - guns, future guns, big guns, spider-tank guns and some kind of exo suit thing which makes it easier to carry guns.
Then there's that other thing, the fact that the game stars a digital version of Kevin Spacey. Arguably the dude has never been more famous and he also seems to be having the time of his life basically playing House of Card's Frank Underwood everywhere. And the speech here continues that trend.
It's well written and performed, without the Southern twang from the show, but god does he look weird. Of course its tough to take something as complex as a human face and put it into a digital realm and Spacey's features are more... textured than most. But the result forges new ground in that uncanny valley.
The movements are just about perfect, even the lip sync is better than we've come to expect. But there's a real lack of fine detail and depth. When you've got someone this recognisable, it would have been much smarter to keep him offscreen for at least part of the promo.
And hey otherwise it looks like an action movie and will no doubt be just as glossy, unlikely and only faintly interactive as the recent games in the series.
Call of Duty: Advanced Warfare comes to consoles and PC on the 4th of November 2014.