Resistance Burning Skies will infect you with Near

Resistance may well be futile as Sony has a neat trick up its sleeve for players. Using that funny social/near map thingy, you can share your infection (from the Chimera) with others, so your friends can get the same bonuses, perks and so on that you do.

Does that sound like just a cheap way of doing some marketing, or will it really improve the game for people? It'd be cool if you got messages like "Spudgun is infected with quad damage. You've got it too, get online" but using Near is hardly a priority for most gamers, so I figure most of us will never see this happening.