Blizzard is anti-marketing Diablo 3. Why?

Is there a reason not to like hype? In what may arguably be the most anticipated game of the year, Blizzard Entertainment's community manager who goes by the name Bashiok on the Diablo 3 forums said, "I too worry that we won't be able to meet the expectations people have built up for themselves. Part of my job is managing people's expectations, so... eh... stop it.  Stop thinking about how awesome this game could be. Just imagine it's a new M. Night Shyamalan movie. Sure Sixth Sense was amazing and Unbreakable had its moments, but this right here is the sequel to The Village ... or The Happening ... or Signs ... or any of the movies besides the two I first mentioned. So just like, lower those expectations, but still definitely buy the game please, and everything will be just fine. K?"

Do you think this is weird? Whacko? That the guy has gone insane?

Why would anyone tell their audience to lower expectations?

All I can say is that I have always loved games by Blizzard and the thing that appeals to me so much about the Diablo world is that it is so incredibly dark. Cindy Borgne probably said it best when she reviewed my upcoming book and said that it was a "dark urban fantasy."  It was like she had this x-ray vision into the kind of things I like to read and pulled it out in one sentence.

The Diablo world is a no holds barred dark fantasy almost (but not quite) without hope. It's a sword and sorcery but with an epic storyline. Demons are everywhere doing terrible things. It has great blood and destruction animations. The kind that make the hairs on your arms stand on end. And when certain sounds play over your speakers, you actually feel scared. And no matter who you play, your character always looks incredibly hot.

I remember playing the first one and kicking down the door to a room filled with corpses of townsfolk that had been flayed by a demon called the Butcher. He uttered "FRESH MEAT!" and chased after me with a cleaver. I was totally not expecting it and he was really hard to defeat.

Diablo 3 comes out sometime between April thru June depending on the rumors. For me, it can't be soon enough.

My question to you is, are you going to play? And do you think that there is ever a time that hype is bad? Please watch the trailer below. It's pretty amazing for a video game and is the opening cinematic sequence.