At this point, word of mouth is probably their most efficient option. TV marketing is expensive in ungodly ways, and you have a very specific target market. Viral marketing is difficult to pull off correctly, since it relies on saturating the infosphere with hints designed to capture someone's attention, but can backfire if they say, "WTF is this?"
Also, marketing tends to work BEFORE a game is released. Since the game is kinda past tense, they have to rely on reviews and word of mouth. So talk about it! At work, on other game forums, etc. Show your friends. Hook them! Admittedly, my friends tend to be rather too focused on less sophisticated games to really appreciate Sins, but I've tlaked to a few people who responded positively. I'm afraid that's as viral as it gets for Sins: talk to a lot of people and tell THEM to talk to people. Eventually, it'll fan out.