The name, the franchise, the trailers etc. Basically the same with any game coming from a much-loved series.
To be honest I don't understand this claim that's made about how Rome 2 was falsely marketed.
Every single game in existence has pictures/trailers etc made with stuff that's not really in the game. The Age of Empires 3 opening cinematic has stuff that's not in-game, ie soldiers looking through telescopes to survey the land, Native Americans running through forests to escape enemies - there's nothing similar to that in-game. FPS games have cinematics that everyone knows don't reflect the physics and mechanics that the game will actually use, so if you're complaining about how hoplites don't form a wall like was presented in one promotional pic, I think the fault's on your end. I knew the instant I saw that pic that it was just a promotional picture, not an in-game snapshot that represented what they could do.
The only major marketing flaw I can think of would be that guy who famously talked about how the game was "way pre-alpha, it'll be much better when released" in the Siege of Carthage release. That guy definitely
up.
Like it or not that's how gaming is now. Hell, that's how it's always been. Companies exist to make money. Sure, in their early days they may place a higher emphasis on customer satisfaction, but in the end
companies exist to make money, that's goal #1 - no company is your friend. If you think you presented any games studio (the much loved Paradox, for instance) with the choice to make a 10/10 game that made £200 million in profits
(I have no idea what good/bad profits look like, just throwing it out there as a random number) or an 8/10 game that made £400 million then the latter would win out 9 times out of 10.
Games producers, car manufacturers, toothpaste companies, etc - they all exist to make money. Companies aren't your friends, the vast majority of them would sell you total crap if you'd be willing to pay for it. Rome 2 made CA money. It received a lot of initial backlash and they even admitted the release was rushed so it's not like they don't know they made mistakes, but in the end they were able to fix the majority of problems and a year later they've come out on top. They're patting themselves on the backs alright, believe it.