Did assassins in revolutionary Paris have neatly trimmed facial hair? You betcha! At least, that's what the historical records at Edge Shaving Zone show..
This is a new low in terms of "exclusive" locked content in games.
In terms of marketing, it's pretty smart. How many kiddies are going to get their first facial hair while playing games? How will they choose their shaving cream for the next 50 years? Well, we got this limited edition thingy right here...
In a CCG called Jyhad, the "first player" is said to have the "edge". Many years ago, I used to play with a group of guys who had an empty travel-sized can of Edge that was used to designate who had the, well, "edge". So it's my experience that this product has a long history of being related to games.