I've never been on the "hate Gamestop" train, simply because we don't have Gamestops where I live. So I viewed this (and the ME2 one) commercial without even knowing they're from Gamestop.
And I chuckled. Doesn't do it justice? Please, it's a commercial, and a pretty creative one at that. Though the ME2 one was a bit...cheap, this one is quite funny in my book. A custody battle has never been so literal.
About the multiplayer itself, I'll give it a shot, but obviously focus on the singleplayer. I'll stick to TF2, CSS, L4D2 and MW2 for my multiplayer needs.