Yeah - I think they should at least change the look of the game, I know they keep it the same, 'cause if you see a CoD game you instantly know it's CoD, just from the aesthetics, but aesthetics are often the first thing that people notice, and first impressions are last impressions most of the time.
I think they're banking on the "I have CoD 4, I have MW2. I will have Black Ops" mentality of most of the casual CoDers out there.
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