I don't know that this is a fault of cows in particular.
All of the most hyped games of the 360 have been graphical powerhouses. GeoW had HUGE hype mainly b/c it was beautiful, no one was quite sure how the gameplay would turn out. We didn't know about active reload until the game was released, and the much-detailed cover system was met w/ skepticism early on due to balance issues w/ the chainsaw (fixed for final release mostly). Bioshock was hyped for being System Shock's successor, but it didn't hurt that it was a UE3 game w/ those much-covered water effects which were supposed to be the best ever in a game.
Forza 2 also got a lot of graphics hype early on (look at those old Forza vs. GTHD threads), although admittedly it was a sequel to an excellent game.
Of course, the 360's graphical powerhouses also turn out to be great games, so the hype is justified. It's unfortunate for PS3 owners thus far that the games that look promising initially end up flopping. As a 360 owner, I'll admit that the first time I heard the concept for Lair I was a bit envious (I mean, a game where you get to fly around on a dragon and fight armies numbering in the hundreds or thousands with great graphics?). Heavenly Sword never interested me b/c it was a hack-and-slasher, which isn't really my genre.
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