The only reason I don't want Square Enix to crash and burn in a pile of their own refuse at this point is because they own Eidos and that could kill Deus Ex as an IP, and I want more Deus Ex.
I'm sure this game will make them plenty of cash, and it's probably its sole purpose, but the fact that they had a (two week?) timer for something like this is just another way to generate ill will towards them from their diminishing fan base.