I can't believe no one has caught onto this before.. *sigh*
This is a case of Viral Marketing, specifically for a game called Shadow of the Colossus. It was just released last week. It's made by Team ICO, the same people who (duh) made ICO a few years ago for the same system.
I got SotC the day it came out, and it's absolutely fantastic. The game world is stunningly beautiful. The framerate suffers as a result, but it never becomes unplayable. The entire game focuses on defeating sixteen Colossi. There are no minor enemies, no puzzles (except for the Colossi themselves) no "collect so many items to proceed!" nonsense. Every gamer should at least give this game a try.