They bringing SAS guest to test their toy seemed to me especially cringeworthy. I wrote a long rant about how this simulator could be done properly, but then realized that for what it is the implementation is okay - it's a way to play BF3 and not a proper combat simulator. Still, the amount of faked enthusiasm and marketing pretence is at the same level as I've seen in shows like Space Cadets - the simulator is not that awesome, no need to jump up and down.