Are we gonna ignore the fact that hideo posted a link to a music video with lyrics edited by him to match the trailer with note "pay attention to lyrics"? I watched through this video and discovere something I haven't seen being discussed here (not that i frequent this subreddit).
So the big news is - Mads is not an "antagonist" of the good guys (GT and Norman Reedus). Look at the concept. THEY'RE THREE DIFFERENT SIDES. Norman symbolizes some nature-loving side, he's like druids in rpgs, the scientists in sci-fi video games. He is on the side of exploring the world, the catastrophe that happened , the baby and embracing it, living in love with it, studying it and being in harmony with it. That's why he is naked - he is one with the nature, with the world, embracing and accepting it, exploring and living with it. Hence the formulae on his neklace indicating that he's a scientist. He is representative of the "nature-friendly/scientist" party in the game.
Guillermo del toro. Idk about you, but he made an impression of a fat, cowardly industrial magnate. Hence his badge with "roads of america" corporation. He is a representative of a "business" party in the game. He is dressed nicely, he is fat and looks like your casual capitalist from the caricatures. His scalp scar may be a result of improvements he made to himself (replaced brain with some kind of machine or w/e) or got it taken away by someone from middle class in the uprising which he is fleeing from. But these statements about his scalp scar are just theories, a poke in the sky, unlike the roles of the three characters.
MADS. He is the representative of the "army" party. He uses his men and this kind of string technology/technique to find the baby and use it for military purposes, as a weapon.
BUT. What's more important is the lyrics it this song and the timing. When the baby doll is found by mads, the lyrics are: "i wanna feel something again, memorable". This indicates that mads is seeking the baby for some personal purpose, to feel something he hasn't felt since long time ago. Perhaps to recall some memories or gain abilities the baby gives (my wildest guess is that he had lost his significant other (probably wife or daughter) and wants to resurrect it with the power of the baby but again that's just a guess, it's not important). He is also seen getting pleasure from recalling the ropes and clearly becoming more "good" and "normal" when not controlling the troops (i.e. using the ropes) which implies that he is a good or neutral guy and using this technique takes its toll on him, making him more "bad" and "corrupted" by it and he probably wants to get rid of it.
But there's more. We can clearly see the way they all treat the baby. Nature-loving norman holds it in his bare hands, hugging it and pressing against himself. The industrial businessman carries it in some kind of case, suitable for usage, pleasing his desires. And mads seeks the child to either gain power with it to reinforce the military he's related to or to cure from the curse inflicted by the use of technology or to "feel something again", some emotions and feelings he had long ago but lost, perhaps due to this tendril technology.
Also when Guillermo enters the stage, the lyrics are repeating "i chose an easy way out" suggesting he's cowardly running from something (you can see in his face how scared he is for himself, his life and doesn't give a fuck about anything else, including the well-being of the baby).
My theory is: some cataclysm happened or some creature attacked the earth and three (perhaps more will be revealed in the future) fractions have a different approach to handling it and the great power that the baby represents. Most likely you'll be able to choose whom to play as.
The scientists say we have to study the world and embrace the changes, see how we can live with it, what good it may have to offer, thus insist on saving and studying the baby. But they may be opposed or manipulated by those in power, the powers that be (that use researches in their own purposes) which are represented by five guys in the air. These five guys in the air may very well be the invaders themselves, looming as a threat to a thorough and peaceful research of the baby.
The corporations (or GT personally) just want to benefit from it and keep it to themselves. Maybe gt's industry collapsed, he fled, but took a child with him, knowing its power and hoping to benefit from it.
Military wants to use it to fight off the cataclysm/the creature with it. Also mads may be seeking it entirely in or in addition to his own purposes.
It's a classical triumvirate of approaches to the unknown, shown in many sci-fi films and other pieces of art about invaders/catsclysms that pose a threat.
Tl;dr
the baby has immense power so three parties are looking for it and want to use its powers differently
Norman represents scientists wanting so study it and use it for the good of the people.
Guillermo represents the industrial giant wanting to use it for his own benefits and/or profits.
Mads represents the military, wanting to use the baby to enforce the army to overcome the threat which looms above the world (the same things the army marches to fight against), use its power as a weapon and (perhaps) to satisfy some personal problems he's clearly having.
It's so obvious and is a classic plot formula that's been used for ages. Some power->scientists say we should study it but they are controlled by the government->businessmen only look at it as a means for personal well-being->military see it as a weapon. It's that simple.
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