It wasn't that interesting to begin with. The demo started with you stuck in jail and meeting the king or whatever (see: leaked E3 video) and then it was just a bunch of dungeons with rats and orcs. I'm sure everyone would much rather see footage of the outdoor scenes.
Actually 2K Games is distributing Oblivion. It's self-published (as in self-funded, and totally under the control and direction of Bethesda Softworks.) But they can get it into more stores more quickly than we can, so it's a good deal for both of us