For people who aren't clued up, do you really think they would absorb every detail about a game from a -30 sec advert? Kids, casuals, parents etc, IMO, are looking at the action and if its suitable for them first. Thats why I assume these types of people will check out the box in store or ask a sales advisor for further information.
Besides the online is free at the time of MK8's launch until the online service is detailed. Sounds fair to me.