Ubisoft's E3 press conference pre-show included a short clip from YouTuber iiJERiiCHOii, who started raving about The Division somewhat unconventionally.
"Ubisoft, you have fucked up so many games ... so many games! And yet you have delivered me ... The only thing that I've ever wanted which is to be able to just shoot everything and have it react appropriately. Thank you! Oh. This game is the greatest game of all time!"
Sure, he ended on a positive note, but that's still not the kind of thing you usually see a company promote. Good on them.