I hunted down the "be the Villain" add that one sees for Eve on the internet. I've been following a lot of threads. Many of them go, "Eve advertises you to be the villain." This is also in reference to some blog posts some months ago. But today, I finally tripped across what I was looking for.
It's an add for Eve. It contains four images in the order below.
It does end with Be the Villain. That doesn't suprise me. It is rather shocking marketing wise. But it is not the only part of the advert nor I feel the entire focus.