Not content to bust out knock-knock jokes by ye olde watercooler, Electronic Arts (EA), was in fact behind the religious protests at E3 against Dante's Inferno we reported on earlier.
The game is based upon the poem The Divine Comedy by Dante Aligheri, and centers around the nine circles of Hell.
The idea, it seems, came from an agency hired by EA.
Just have to say, guys: brilliant. Bloody brilliant. Promotion > advertising. Keep it up!