In what may prove to be most misleading trailer of all time, it seems that Dead Island is aiming to be a light-hearted zombie basher along the lines of Dead Rising, rather than the sombre heart-wrencher that the trailer implies.
A number of American previews turned up at the weekend, but perhaps the most revealing was IGN's, which attempted to sum up the game in just three words. Those words were: 'Silly. Wacky. Goofy.'
It turns out the game is a first person hack 'n' slash with a focus on action rather than drama. Left 4 Dead is also an influence, with a four-player co-operative mode. You pick a class when starting the game and remain immune to zombification for its entirety.
Instead of the haunting piano music from the trailer the real game has a heavy metal soundtrack.
It's all starting to sound as if the team making the game had no idea what the ones doing the CGI trailer were up to, and vice versa.
Perhaps most damning is the news that the holidaying family from the trailer aren’t even in the game.
'It shows no one is safe,' said a Techland developer to website Kotaku. 'Some people made it out, but some didn't and the family dies. That may be difficult to accept.'
Judging by the letters we're already starting to get in about it in the Inbox, we suspect Techland are going to need to do a massive U-turn on all this if they're to keep people on board.