The Power of Branding part 2

this blog post is intented as a responce to  [url=http://www.1up.com/do/previewPage?cId=3178060]this[/url] article

Though I admire producer Yoshinori Kitase comments on their fresh approach to FF gameplay. I do question the notion of branding this game within the standard roman numeral FF series and not seeming to understand what that brand means. As far as I'm concerned the brand now means little to nothing more than the game needs to be Japanese (done) and tell a cinematic story (done). If those are the requirements it seems to get the FF brand then it sounds like FF13 fits the bill.
Sarcasm aside one could make the argument that Kitase intentions to create a new genre are admirable though I would love to challenge him as to why this new genre attempt didn't get its own brand new franchise designation (either some sort of sub set of FF or a new name entirely).