My wife said "Apparently this game is not for girls" (as the models were all dudes they showed in the smart video) And something about thuggery, but the smart thing seemed kind of cool. It depends how often it does what you want. The premise is nifty I hope it does well.
I suspect it will do very well because the graphics are very good which imo is always job 1 in building hype (especially for a new IP) in the hardcore market. And also, because it's an FPS.
Really I think you can trace something like the COD4 explosion of popularity, back to how good it looked for the time. I mean what was the first thing that surfaced about COD4? That it looked really good (again, it's aged some now of course). Not that I'm saying this will come close to COD4's popularity.