EA are the masters at this. Making people need the game; I would sell my mum AND my granny in a two-for-one offer to play this now. I watched one trailer just to see if the music was as good as everyone was saying, then I watched them all, and now I've pre-ordered the game.
They've done videos like this every year though and the game still hasn't got anywhere near playable (in the way that PES is). However, seeing as I've already won all the competitions in PES for the 360 before it's even released, I won't be buying that until I've played FIFA and found out for myself if EA have finally changed (what are the odds, 100/1?) or if they've fooled me yet again.