Before the Common Joe could help promote things ... publishers needed a way to promote theirs games ... the end result where crazy adverts ... and Songs ... Crystal Dynamics did this with Lara www.youtube.com/watch?v=404oPn6tudE , and Ea with C&C 2 Tyberium Sun www.youtube.com/watch?v=tmclLSSHmu0 ... the objective , place the product in popular media to sell more units