It's because Tomb Raider is a brand. It's THE most popular gaming franchise with a female lead, and like they did with Prince of Persia and Metroid in recent years, they're simply rebooting the franchise, which is much neede IMO.
From what I've seen this game is focusing on what turns her from pampered high society girl to globetrotting raider of tombs. She's fresh out of college and seems to be very sheltered, and now that she's stranded on that island she's going to go through a lot of changes. The game looks amazing, and this ad campaign they're running has been absolutely brilliant, so I'm stoked.
Also I've submitted three photos to SS Hunks in the last like 3 minutes
I've just logged onto tumblr and discovered your self portrait
YASSSSSS Guys, you better STAN for Tomb Raider. Infinitely excited here.
It's pretty much a guaranteed successful reboot, the hype is only rivaled by GTA V and all the other players this Spring/Summer: Beyond Two Souls, GTA V, The Last of US have a release a few weeks away from it.
I watched bits of the 3 hour video they showed, I was worried at first the combat would feel too 'Uncharted' but it doesn't come off anything like it at all.