[Wella]

I had indeed noticed those features. I still think it's a bit gimicky. I'm not saying it's bad - in fact, it's a great idea and, as you said, is very well-timed what with a huge increase in interest for such movies (kicked off by Watchmen, in my opinion). A lot of the ideas are really cool, too.

It's like releasing a new car. The base model is the same as the standard car, except it has some flashy new features, like neon lighting and tinted windows. It's still a car and does everything else exactly the same and after a while you'll probably forget about these things anyway, so what's the point of having them in the first place? :P