Well based on past game launches, Microsoft doesn't open up the budget much unless you're a genuienly good game or the potential to sell a bunch of copies is there. So based on Ryse getting a web series and having the most trailers out of all of Microsoft's launch games, they're confident in the title.
This much marketing from MS is only reserved for the likes of Halo and Gears.
Let's hope they are right about how good this game is. I really want a good Roman game.