For starters: I absolutely fucking love their recent promo videos (like the one dasva posted), but I love them because they're horrifically awful. They're so Goddamn terrible, they're hilarious.
Getting serious, though, that's the problem: they're funny to us, because we're familiar with the product, but they're embarrassing to practically anyone else.
I'll comment on this topic more, but it will have to wait.
EDIT: The graphics being outdated doesn't mean they can't market, and this boils down to the core notion of FFXI's age not being an eliminating factor. (Again: it doesn't matter for EQ; it doesn't matter for WoW [because what's coming in Draenor didn't for years, and plenty of people thought it never would]; it doesn't matter for untouched retro games, and so on.)
If a company has a product that they can't sell, it's not the product's fault: they are terrible at public relations and promotion. While the old saying supposes that you "can't polish a turd," it's wrong, because you sure as hell can. You can wow people with it, you can convince them it's something it's not, and you can make them want it. It helps, however, if the product isn't a steaming pile. That makes marketing's job easier.
When you do what Square has done, though—have developers and community teams with zero designing skill set up the cheapest, most humiliating, and entirely half-assed marketing videos—you've demonstrated that you're not doing your homework, you're not investing in your product, and you don't know dick about selling. I really don't think that anyone should be surprised, as even Square Enix's serious business trailers are generally formulaic and uninspiring, and this is all related to a problem that they've had for ages—namely, believing that anything their company produces will automatically sell, because they are who they are, and that's that—but they're no fucking Coca-Cola, and even Coke continues to advertise.
There's no good reason for Square not to push their wares. It's professionally inexcusable.
XI Wiki


