Alan Wake is a bit of a mental game. It's got a quirky kinda tongue-in-cheek approach to horror - you're being attacked by terrifying poltergeists and shadowy sickle-wielding madmen, isolated in a forest one minute, then watching a Twilight Zone-esque B-movie whilst your best buddy clumsily carts along a cardboard cut-out of you in another.
But one thing you WILL notice is the game's in-game advertising. Put it this way, I think Alan's jacket is probably the only thing that doesn't have an "Energizer" label on it.
But what would Alan's world be like without Energizer?