Coke eSports. The name almost sounds like a joke, and after the way Coke and Blizzard rolled out the “sweet swag” and “special events” over the weekend, I imagine fans will cringe a bit when they even think about the beverage-maker and the world of Overwatch again.

What happened? Over the weekend, Blizzard and Coke hosted special, ticketed, theater events around the country. The price for entry was $10, and the event description promised the likes of “a behind-the-scenes look at the game’s lore and storytelling efforts during a special developer panel hosted by Michele Morrow (not to mention some pretty sweet swag).”

Attendees were treated to the shorts that already exist on YouTube, a 20 minute developer interview that most on the Overwatch subreddit describe as boring, some shorts shown off in concept art form and, brace yourselves for the pretty sweet swag, a plastic Overwatch cup.

Did the cup come with soda at this Coke sponsored event? Absolutely not, that cost folks an extra $2.50.

$10? For a cup and the chance to see some shorts on the big screen? I’d feel taken advantage of, but maybe that’s just me. For what it’s worth, there are a few threads out there filled with folks who dug the concept.

Overwatch officially releases tomorrow, May 24, for the PC, PlayStation 4 and Xbox One. Those with their copy already in hand or digitally pre-loaded will be able to start playing tonight at 7pm ET.