Not only was the whole greeting the playerbase at Blizzconline with factions lame, they later tried to greet the playerbase with their whole covenant persona stick.
That's the first time they're trying to create something else out of faction pride, maybe covenant pride now?
Anyway, I found it cringe because the guy doesn't have the enthusiasm of Chris Metzen.
But it did make me think, what was the point of making the covenants represent the people who were watching, alongside the usual faction greeting (players of the Horde, players of the Alliance!) etc.
They're obviously testing waters for the future. I think they're going to delete the faction barrier at some point and they're doing this with covenants. Which would make sense why covenants are such a dreg to change.