Do you, Halo or Xbox fan, care about all these marketing attempts to grab Halo mainstream attention? I thought of this as I skimmed some article headlines declaring the obvious: Halo is No Longer a Microsoft Game, but a Monumental Brand. Dun Dun Dun! Sure, whatever. But did you know that Microsoft had pitched lingerie based on in-game costumes? Yech!

Halo is all grown up, I know. There's long been talk of the movie, which would game-movie genre defyingly good if directed by Peter Jackson. And the limited edition Zune. And that awesome Halo 3 themed Xbox, with a CD tray laced in faux gold foil to match Master Chief's helmet. But there was that mountain dew Halo can, which grossed me out, and then I read this piece that revealed that some rejected ideas included Halo lingerie (not pictured above, btw) and Halo-branded lottery tickets. What, no Halo Malt Liquor? My question is, is this stuff cool enough to buy? Halo is pretty awesome on its own, and although a few billboards in Times Square make sense, what place does a knee-jerk marketing Halo-spam do for anyone who actually already likes Halo? And does it do anything for those who don't? Maybe, but as an editor, I just don't understand it.