Cookie cutter FPS is cookie-cut. CoD is just like Halo in my eyes. You're getting the same gameplay using the same weapons with a few new gimmicky "perks"... And before you CoD fans say "But I'm gonna get hours and hours of fun out of multiplayer!" Unless it's a multiplayer exclusive game, I don't base my judgement on the multiplayer. It's a tacked-on feature to make the player think they're getting their money's worth in "replayability" That would be like me buying a SRPG because I like the fact that you can name your characters... War simulators haven't been fun since... people started making them. They force feed you some bullshitty "What if!" storyline, then match you up with quirky sidekick after quirky sidekick, only to have them keeled off one after the other like you're playing some kind of future-psychiatrist-patient simulator. And what's worse in CoD is the fact that you HAVE to replay the damn levels over and over to get anywhere in multiplayer which is why 90% of the people who bought it, bought it to begin with!
In short, CoD is a cash cow, and will always be a cash cow, just like Halo is. You're gonna keep seeing the same game over and over rebranded with stupid new features that alter gameplay nigh but how quickly you reload your gun. People eat crap like that up though, so yeah.