Not really seeing how this is anymore shameless then iother gaming merchanise (phone covers, iPod skins, the Halo 3 box with the spartan helmet you couldnt even wear, the catherine box [though I will admit, you could acutally use a lot of the stuff in the Catherine box, as long as you had enough confidence and didnt mind people staring when they saw your pillow cover], hte deus ex clothing line, etc.).
If fans wnat to spend money on this stuff, tahts all fine and good. It will even get the promotion from big gaming names in the gaming circuit, where you'll see champions wearing them. And you know battlefield would do the same, if they thought they could get away with it.
...
So yearh, I dont see the problem. Honestly, they look like they could be cool shades, but I wear transition glasses already, and I still wouldnt pay the 99 dollars for Shades.