Not every marketing piece is going to hit with all viewers. I'm sure some people felt emotionally affected by the opening piece about people's lives that were saved by their watch. It was just a very strange tone/vibe to open a product announcement. It's like the Sarah Mclachlan SPCA piece. It's not the thing you play when you want to pump someone up. Obviously the entire opening portion was to assuage consumer guilt in buying new about to be discussed. It just didn't sit well with me at all. So yes, in this case, the marketing was bad and failed for this member of the audience.