Fat Princess was a downloadable game with a very small life cycle. Playstation All-Stars is Playstations attempt at a console brawler. There is quite a large gap in how important the two are to Sony.
I saw a GoW:A ad every commercial break as well lol. they were playing, literally, all weekend long.
Then they are only buying ad time on a select few channels and loading those channels up with ads hoping they get traction. LOL I wish them luck with that.