"Now only embers remain" Intriguing, isn't that what it says in the DS 1 prologue?
No, in the prologue it says 'but soon the flames will fade and only dark will remain, even now there are only embers.' I would argue though that this merely talks about the choice between whether to kindle the flame or not while Dark Souls 3 seems to suggest that this will be the final age of this curse, a time to finally unshackle man from the curse of the hollowing.
Some more info has come from E3 from Miyazaki even himself after a preview of an off hand behind close door demo was shown:
Most interesting thing I found about the short piece is that when asked about the giant we see in the trailer, Miyazaki simply refers to it as the Lord of Cinder, and the gravestones talked about earlier in the interview talk about a Lord of Cinder. Has a new Lord of Cinder risen? Does this creature possess the great lord soul of Gywn like the Old Iron King did in Dark Souls 2? Are the lord souls once again something we must seek out?
Another article I found that sheds some more light on what was seen with even some story details:
Taken from the article:
The story in Dark Souls 3 revolves around the “Lord of Cinder“, his resurrection and the Dark Hero trying to defeat him.
When asked about the Lord of Cinder being directly connected to Dark Souls I or II (we’re all thinking Gwyn right?) we were given a very vague answer which essentially meant “It will be open for the player to decide“. We were also given the impression that the story of Dark Souls III would not be directly linked to the previous titles, but again be open to interpretation.
Learned a bit more on the giant thing, not much but it seems the title Lord of Cinder may not only belong to the giant we saw since in the presentation people saw they also talked about "Lords" of Cinder, plural. Still confusing and to early to tell though what it all means but we are diving back into the rabbit hole and I'm excited. Also a lot of the people who saw the behind door presentation state the game looks very similar to Dark Souls asthetically on the same engine as Bloodborne was on.
Oh and the first playable demo will be at Gamescom.