Once upon a time there was a video game publisher named Electronic Arts. Electronic Arts was a very big video game publisher with lots of money and friends. Every year, they would release lots and lots of video games, which they would sell for lots and lots more money and friends.
One day, Electronic Arts was ready to launch a Very Big Game! It was called Dead Space 3, and Electronic Arts wanted people to buy it. But how could they make it look as good as possible? Electronic Arts thought and thought. Suddenly, they got it! They would write a Press Release! They would fill it with mystical alchemical ingredients with exotic names like Hyperbole and Cherry-Picked Review Scores.