Adverts shooting their own foot. (Game)

Game is a UK computer game shop. They sell new and pre-owned games.

Yesterday I saw one of their adverts, raising awareness of their pre-owned range. It was aimed at the FPS market. (FPS = First Person Shooter...as opposed to RPG (Role Play Game) or RTS (Real Time Strategy) - gaming is full of TLAs (Three Letter Acronyms)). The advert had the words "I'm hit!!!" on the top, with the message below it "Pre-owned bullets fly just as fast as new ones."

The message is clear. An FPS game is just as good whether you buy it new or pre-owned, but the choice of slogan there is baffling. In real life a pre-owned bullet doesn't fly faster than a new one, because it's gunpowder charge has already been used, and the bullet has likely been deformed.

Furthermore, fans of FPS gaming are likely to know this.

So who is the advert aimed at, exactly?