Not that I wish to sound overly negative, but I have two concerns:
The name. Granted, 'Max Payne' was pretty cheesy also, but the game looks to take itself pretty seriously, so why are they going for the whole "A. Wake, awake, LOLz" joke? I can only guess that this is a 'lost in translation' thing for Remedy.
The premise of the game seems to share a strong similarity with the Al Pacino/Robin Williams film 'Insomnia'. I presume I'm not the first to notice this, but have the devs made any mention of this?