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I think you missed the point. FPS' aren't popular because of their linear single player experience. They are popular for almost exclusively their expansive multiplayer. The real reason FPS became the phenomenon they are today is because of the advancements made in technology to support online multiplayer, which wasn't that popular or well done in the previous generations.

So comparing FPS to Beat em ups isn't really intuitive. One is multiplayer centric while the other is single player centric with maybe some co-op thrown in. Different people of different times with different tastes.