Regardless of how bad a marketing ploy it seems to be, the game itself seems like it will suck. Who would want to play oblivion on a phone when they could play it on a computer or 360?
Also, did anyone watch that trailer? They used the exact same sound track from the trailer for the real game, and you can even hear where sound effects have been unsuccessfully cut out. For instance the parts where the sword swooshing around in the air would have been, some other stuff is, but you can still hear the sword!