The dialogue system in Mass Effect is not revolutionary, but it's cool. What do you want them to say, that it's, meh, alright? Marketing will always be a sales pitch, so take it as such.

Assassin's Creed was a game where I went "Wow, this is very cool" with. I don't have that often. The problem with Creed probably is whether the game holds up over several hours of gameplay. I see some lost potential here, but otherwise the setting, atmosphere, graphics, animation, controls and story are all very, very good. It's also one of the more violent games I've played.