A PS3 exclusive I can't quite understand

Playstation C.A.M.P released the first trailer for Tokyo Jungle. A post apocalyptic setting with animals fending for themselves in a now deserted city. It's a survival action game and yes you play as various animals. When I saw the trailer, I was just left confused. I guess I'm just shocked at the concept. See for yourself.

The game is out on June 7 2012 in Japan. Will it get an english port? We'll just have to see. I just can't see people spending money to play as a Deer or a small dog.