So yesterday—because apparently I have very little shame, too much time on my hands, and no better way to spend $1.99—I bought a slurpee in a Halo 3 cup.

I was going to do a post on how ridiculous it all was—and, on a related matter, what a tool I was for being all, “Eeee! A Halo 3 slurpee cup? Yes please!”—but then Penny Arcade beat me to it, talking about the Halo 3 Mountain Dew tie-in beverage, “Gamer Fuel,” and how Microsoft is spending over $10 million to market the game.

It’s one slice (or, perhaps, sip) of a ten hojillion dollar marketing campaign designed to project one of gaming’s biggest brands to people who already know about it. There is no way to escape the Goddamn thing. Over ninety percent of the surveyed crustaceans were “aware of the launch” and held a “strong desire to purchase,” even though their massive claws and aquatic habitat make using the product impossible. Lemurs are less bullish, but then lemurs are a notoriously tough demo.

Like Spider-Man 3’s marketing, it’s all kind of mind-blowing. (And delicious! I would give last night’s slurpee a 9 out of 10.)