It's a problem because Hellblade doesn't have that thingy in the bottom right corner.
The problem ain't the watermarked logo seen in the corners of those "gameplay" sequences. The problem is the people who were in every single playstation exclusive gameplay video, complaining & ranting about the games being walking simulators with movie-like, cinematic, scripted action set pieces with limited player interactivity and calling these games bland & boring. Now suddenly, when the shoe is on the other foot(Xbox does it), it's met with praise by the same people who bashed games of that style in the past.
The amount of flip-flopping on display is staggering. These people asked for Xbox to take a note off of Playstation's playbook and attempt to replicate it, that's the result of that replication, only this time Playstation isn't only excited, it's ecstatic, because they know that their formula has infected other publishers who have already started to follow suit in replicating that exact formula. These people demanded that their favourite corporation follow suit, and now studios like The Initiative & Ninja Theory are what resulted from that demand. You get what you ask for, only now the mantra has changed from "it's not ok when team blue does it, but it sure as hell is cool when team green does". You can smell this hypocrisy from miles away.