Halo was amazing when it did it's own thing and it dominated because it wasn't copying anyone. Then 343 had to go and make Halo "conform" to the new era of FPS gaming, and it all went down hill.
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That still is speculation. Even if Halo 4 didn't conform, there's no telling whether or not that would have made a difference. The amount of people playing CoD has increased yearly since 2007 with every new game. Also with the previous years games still being contenders.
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Exactly, thank you.