Not really an accomplishment to be proud of though, is it?!! :(
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Yes it succeeds in brand promotion and then some, and loses the plot at the same time. It not only promotes transformers, who by the way are the stars of the show! but must share the movie with many other elements to attract their target audiences. To my dismay of course.
Man I'm seriously with you. Everything you typed, is pretty much a suction of my own thoughts displayed in your post. I'm all for a great, well told story and distinguishable, relatable character traits esp in prime and megatron. Prime was the ultimate 80's hero - noble and compassionate amongst many other great attributes, but I didn't see either of these in ROTF. "Any last words? / I'll take you all on! vs "they (the humans) deserve to choose for themselves!" from the first movie?
I cringed when I heard those crumball lines come from Cullen in ROTF, I really did. But nonetheless, this does make transformers big (if not bigger) than what it was back in the 80's on a larger scale worldwide imo.