Advertising in violent games recalled better

While looking at the futurelab website I found this article stating that people tend to remember the in-game advertisements (from billboards, soda machines, etc) better from violent games than any other type of genre. Part of me thinks that it could be a chemical reaction caused by the overload of adrenaline during the time. Since the senses are heightened during that time period (since the player doesn't want to die), the player tends to focus on the overall picture of the game and taking in more information than he/she normally would. Hence, the person will end up remembering the small things as well, like a pepsi soda machine or a billboard for an upcoming ea game.

Well that's my take on in, what are yours?