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Sometimes you have to grudgingly admire the nous of advertisers/marketers.
Reaching out to non-gamers by making a piece of gaming hardware seem appealling by
- avoiding all the games industry marketing cliches
- making it look (superficially) like a generic advert for pharmaceuticals / insurance / beauty products.
- advertising a boredom-destroying device on the tube where people are bored, by giving them something quite dense to read about said boredom-destroying device.
I have yet to see a rash of Nicole Kidman-a-likes on the Central Line however…
Petafloptimism 
I’m waiting to see one of these displayed adjacent to a “don’t use your expensive mobile phone or MP3 player on the tube, you idiot, someone will steal it” security adverts, but they seem to be buying up entire half-carriages.