It's referred to as "I heart geeks" in texts and reviews and such, probably to differentiate it from titles where "love" is actually written down.
I like the idea beause I love The Incredible Machine, but the commercial is so idiotic it burns and the cutscenes would probably make me kick the DS out the window. Take a marketing "expert", stick his head up his ass (this step might be redundant), then stick him in a sensory deprivation chamber for thirty years. You'll get someone who's completely out of touch with the rest of the world, but not quite as out of touch as the morons who are marketing this game.
All of my rage.