I dunno, it just seemed kind of petty to me and lacked any kind of real subtlety. It felt rather more like someone going '"Blah nyah nyah bah, whine whine whine" Thats how you sound' than real commedy.
I am also not entirely sure how excited I could be about a game that defines itself, not on its own merits, but on how superior it thinks itself compared to the competition, it seems that this sort of tactic will do more to alienate people who enjoy military shooters then to draw them in.
I mean, if I ran a restaurant, I'd like to think that my advertising campaign would be more than 'Tom's Pizza tastes like crap, eat at Deans.'