We don't typically like to register our video game consoles with game publishers. After watching Enemy of the State, we like to stay off the grid, even if we don't exactly understand what the grid is or why it should be avoided. This may just be enough to turn us though: Ubisoft says that those who register their Gamertags or PSN IDs with Ubisoft.com will be able to download a free Altair skin to use in Prince of Persia. Or, if you demand a princely protagonist, you can download the hero from Sands of Time.
Is it a classic example of brand dilution? Sure! But is it a cool enough case of brand dilution to make us ignore that? Absolutely.