"If you're a frat guy..."
Ah, there's your problem.
But seriously, the game COULD look like it will appeal to everyone but you don't have to take the bro-tastic route cause:
1. Bioshock is a well known franchise by now
2. CoD is Bro-tastic too but it doesn't appeal to EVERYONE
3. Just say its peer pressure and I'll take it
Look at games like Half Life that come in a crappy Orange Box that you would never guess belongs with that game. And yet, that game won Game of the Decade and has tons of fanboys and such.
There's just no need or excuse.