Indie outfit Big Men Games are currently working on a strategy RPG game called GUTS, which would otherwise be unremarkable if not for the fact one of the three men in the team — Chris Haga — used to work for Blizzard. On Diablo III.
Once word of this got out trailers for GUTS, which looks nothing like Diablo III, clogged up with trolls and arseholes bashing Haga, Blizzard and Diablo, not to mention saying some unkind things about GUTS itself.
Rather than ignore YouTube commenters like the rest of the planet does though, Big Men decided to incorporate their quotes into the game’s marketing. To wonderful effect.