Gamasutra - Marketing - a liability for Games?

Gamasutra has an editorial discussing if marketing for games is a bad idea.  As an example he uses the marketing for Assasin's Creed 3:

Until Assassin’s Creed 3, that is. The US marketing made it look like all you did was murder British soldiers and even the EU version was so badly skewed toward killing Brits that the special edition was pulled in Europe. Ubisoft, one of the biggest publishers in Europe, couldn’t sell their game in the same continent as their headquarters.The developers argued that the adverts were not representative, that it was not ‘f*** yeah, America’ like the videos suggested and guess what? The developers were right… Who’d have thought it? The people who made the game knew better than the people who were meant to be selling it… As you might know, people don’t like being shown one thing and given another. In fact, the legal system in most of the world doesn’t like consumers being shown one thing and given another.

I still remember Bioware's and EA's markering for Dragon Age: Origins. In no way, shape or form was this campaign representative of the game or the gameplay in DA:O. Some of Bioware's PR and marketing for their games lately have been - sort of weird, I think,

However, the question still remains: Does the author of this editorial have a point?
Discuss away.