New PS3 Ads - selling what?

I just don't get it. Help me out here. Below is a picture of a gamer giving blood (life?) to Rommel (The Dessert Fox). He is considered a good Nazi, but come-on! What is the message here? I think this is a picture of a gamer giving his heart (again, life?) to Joan of Arc. Did they just want to pick a girl warrior?

It is fun to look at the other images around the main characters. See the mouse in the corner.

Please, give my your impressions.