So is it wrong to call McDonald's out on their BS too?
It's not about right and wrong. It's about actually knowing what to expect. If you go to a McDonalds and get a Big Mac and then complain that it doesn't look like it does in the commercials, then I think everyone, worker and consumer alike, is going to roll their eyes at you.
It's a shame that most marketing includes stretching the truth, but you are doing your business/product a disservice if you don't. If McDs advertised their Big Macs as they actually looked, they'd lose business, because Burger King would still fluff their Whoppers and spray it with that shiny stuff that makes food glow through a camera.
But I also think consumers need to utilize their common sense, especially when it comes to something that's a little more subjective than how a Big Mac looks, such as a game company saying that the PC is "your character." It would be ridiculous for someone to claim that this is false because the game does not allow them to explicitly write their background or type in responses to every dialogue prompt that the game can read and react to accordingly. On the other extreme, it'd be ridiculous for Naughty Dog to advertise that Drake is completely your blank slate character. Someone in the middle is a matter of degree, and the difference between a game that gives you three dialogue options and 10 wheels per hour and one that gives you two options and 7 wheels per hour becomes a form of nitpicking.
But beyond that, anyone who actually is going to huff and puff and be so specific about their definition of what constitutes "your character" should probably take some responsibility and view the large amount of pre-release footage available for any of the Mass Effect games. Unlike a Big Mac, which you can't even see until after you bought it, it's fairly easy to see for oneself what Mass Effect means when it says Shepard is "your character" before you even purchase the game. Alternatively, one could simply wait until more Let's Plays come out to see if the game fulfills their standard of blank-slatiness.