This is what we like to see in instead of developers trying to fix scores on Metacritic, direct consumer marketing. Like, in their face direct. Take a look at this amusing video showing XCOM: Enemy Unknown Lead Designer, Jake Solomon, working undercover on the floor of an American video game store.

Feel his pain as he tries to sell his own game to customers that clearly want something else. 2K are going to have quite a struggle selling this sort of game on consoles, so it’s good to see them poking a little fun at themselves. Kevin Butler’s time may be up, but that doesn’t mean we can’t see more things like this. If only somebody could calm Randy Pitchford down a little.