The gameplay is nice, there are multiple ways to tell the story.
Some of the 'black suit' attacks are rather brutal, but not so much so as to detract from Spidey's usual vein.
As to the 'consumerism', most billboards are just reverences to companies that feature in Marvel comics.
Even though I easily beat it fluently in four days, I thought that this was a totally different Spider-Man experience (it's T, but what kind of teenager would play Spider-Man? Settle down, ESRB!) I give it an E rating because the violence was a little strong and they said the word "hell" sometimes. Nothing wrong, a great game.