That is actually an interesting idea, but they've gone down a stupid way of doing it, in video games many of your actions have very few consequences, your routinely expected to mow down hordes of enemies, while having no idea of the consequences such an action would actually bring in life. Although this isn't a societal problem, it could become one, as people begin to treat the world less and less as a real place, and more a place for their own manipulation.
However, a more realistic way of doing it, would be to have far reaching in game consequences, should you ever kill an alien, for instance, it could severely penalise you in other ways, making it much harder, making it clear that you are the bad guy for this, and attempting to demonstrate the far reaching consequence of death. Not very fun, but it would get the effect their aiming for. However to compare the far reaching effects of someone's deatht to the loss you feel if you lose a random computer file is absurd, and fails to even suport their own case. For these reasons the game is stupid, despite bringing up an interesting concept, and a game with a very real permadeath is also an interesting idea - if in something like goldeneye or halo, the whole game or save file deleted itself it would make for an incredibly hardcore gaming experience. It would be more likely to transport games back to the arcade ages however, where the game would try and kill you, and there were very few which would allow you to resume from anywhere near the stage at which you died.
But yeah, just dont play it, or indeed give them the publicity that they are blatantly seeking!