Back in 2009, a reported trailer leak for Left 4 Dead 2 was actually a calculated move by Valve to bypass strict ESRB marketing restrictions. Former Valve writer Chet Faliszek revealed the footage was intentionally released "ahead of time because they wouldn't let us release the trailer." The Entertainment Software Rating Board prohibited depictions of excessive violence, weapon use, and gore in promotional material. Valve had previously clashed with the ESRB over a box art image featuring gnawed fingers, which the board deemed likely to cause serious offense.

To comply, Valve altered the artwork, replacing severed digits with curled ones. Faliszek noted the irony that while the game featured chainsaw dismemberment, specific graphic imagery like bitten-off fingers was restricted. This "leak" strategy allowed Valve to showcase the game while navigating the regulatory hurdles of the Advertising Review Council's guidelines.