at PAX east it took a place in the top 10 games coming out in 2011.
I think they're doing the standar marketing campaign,so there is nothing to worry about ans as u said they were in "top 10",that means regular gamers already know it,through PAX,utube,facebook,twitter etc.
Games that had TV ads in the end were failures,so gamers must know by now that advertisment isn't everything.
After release it's advertisment will rise more if it really is a bug-free game,polished as it should be and if all we see now in theory we'll see it happening in action as well.