And anyway, Irrational are in fact, underhyping the game. Bioshock will change everyone's life for the better, and will give godlike powers to anyone who plays it. Furthermore Bioshock will give the buyer multiple orgasms when he picks up the game for the first time at the store. Also, as soon as ten copies of the game are sold, all the world's problems will be solved and humanity will enter the Age of Aquarius.
Bow down to the might of Irrational!!!!!!!