The Droid marketing has been a bit off-putting. Some kind of post-apocalyptic world controlled by robots, not unlike the future envisioned in The Terminator. I guess it appeals to some guys, I just think it looks overly complicated.
I also find it bizarre that they pay Lucasfilm Ltd. EVERY TIME they use the word "droid." That is a LOT of dollars for a few Star Wars/robot/geek-masculinity associations.