SE advertising is great and all but the interviews and whatnot you mentioned are more important than anything. If people don't know that things have drastically changed for the better then people simply aren't going to care even if they do see advertising. I've been letting the people at my local gamestop know that the game is drastically changing and that come PS3 launch it'll be great. Every time I go in there we discuss it for a few minutes at least. Most having not played XIV they simply know what they've heard, that it's awful.