I think with ME2 we'll see a more retarded game, with less retarded hype, than DA:O. There's something about how DA:O was handled that screams 'we didn't really believe people still bought this rpg stuff'. Every major hit pseudo-rpg of the last decade has been marketed on the basis of how it isn't really an rpg, and how much non-rpg players will love it. DA:O isn't exactly oldschool heaven by any means, but it is an attempt at a straight-up rpg, not a shooter-rpg or a sandbox game with rpg elements, but a party-based, fantasy rpg with stat-driven combat.
I strongly suspect that EA (and possibly Bioware themselves) assumed that no-one would buy that stuff anymore. Hell, that's probably why the game has sat on Bioware's backburner for so damn long - it was deprioritised to 'go with the market'. Hence the retarded marketing campaign and absurd gore, complete with Marlyin Manson ads to show the rpg-hating rpg market how 'hardcore' and next-gen DA:O is going to be.
Thing is, the market never actually left the straight-up rpg behind. Sure, it came to expect more than just dungeon crawling, but if you look at the infinity engine games as a type of gameplay, I can't think of a single competently made game of that genre that sunk. By competent, I'm not limiting myself to games I think are great, but including things like Icewind Dale, Baldurs Gate - games that you could expect to see Bioware and Interplay cranking out without breaking a sweat. The market never rejected them. Maybe if you include ToEE in there, but that wasn't exactly a loss-machine, and frankly it wasn't exactly competent - a great combat engine, but it was marketed as having BG3-style questing and it didn't deliver. But even if you include it, it's hardly a track record for a genre that should get marketing heads worried about how they're going to sell them.
The major developers left the genre behind and the market just followed them, not the other way around. I know that hardly ever happens in non-protected commercial markets, but the gaming market makes it possible - relatively few competitors per genre with steep buy-in costs, long production times (you can crank a line of dresses or suits out to match changing customer taste in a few months, whereas the game industry needs to guess several years ahead what customers will want) and mass-market focus.
EA and Bioware have more confidence in ME2, so we'll see a lot more focus on the game's mechanics and far less retarded advertising.
I'm just hoping that the success of DA:O isn't put down to the marketing saving a dated game - it's got plenty of flaws and Gaider's writing is weak for a professional writer, but at least it shows there's a market sitting in the rough viciinity of rpgs, should developers becomine interested in selling to them again.