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Gatorade eh? I know Mountain Dew introduced their "Game Fuel" for Halo 3. Anyway, it's just marketing like anything else. This is probably the biggest game release I've seen (with 7-11 even selling the damn game) and of course they'll market the hell out of it. Cereal based on your favorite cartoons, underwear with the best superheros on them, and Mountain Dew with video game characters on it.
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