I just saw a TV AD for Shift 2 and the footage was captioned "actual PC Gameplay". I don't watch TV all that much but this is not how they normally do it right? Normally it's either entirely cut scenes or it's console game play (typically meaning cut scenes rendered using the game engine).
At any rate am I right in thinking that PC Gameplay footage is not normally shown on TV? So bothering to actually advertise the PC version seems like a new play from EA (I can't be bothered thinking of way to say that the doesn't ryme).