The Better Business Bureau has examined claims from Mass Effect 3 owners that BioWare falsely advertised.
Specifically, the accusation falls on the developer's promise of a player's ability to 'completely shape' outcome and overall experience.
"Did BioWare falsely advertise?," Marjorie Stephens asks on BBB.org. "Technically, yes, they did."
The problem stems from the language used during the game's marketing. Bioware made a statement seen as 'absolute' (a promise that offers 'no indecision'), and failed to deliver on it.
Stephens examined the following pair of bullet points mentioned on the game's official website, and concludes that the former is absolute, while the latter is not so much absolute:
"Experience the beginning, middle, and end of an emotional story unlike any other, where the decisions you make completely shape your experience and outcome."
“Along the way, your choices drive powerful outcomes, including relationships with key characters, the fate of entire civilizations, and even radically different ending scenarios.”
Stephens wraps with the lesson that companies ought to give careful consideration when wording their advertisements; or prepare for the consequences in an era of social media and online forums.