I'll have to have a more detailed look, but I suspect that most big selling titles, whatever the genre, where on their own engines.
In the end I think in many cases the more innovative developers also create the engine, tools, etc.
GTA, Halo, Gears, MGS, etc are all on their own engines.
Again, there are exceptions, but in many cases use of a middleware engine is either to cut costs or the route for lower tier developers - for example those wanting to put out an FPS and happy to leverage an engine that supports it.
It's about cost vs return - but its not as simple as using someone else's engine means success. It might lower the cost but if the end game is very generic and/or buggy as a result it will likely not sell as well as a much better game with its own engine.
At the end of the day its choice - and ID tech, Unreal engine do let developers chose which approach they want to take. I'll personally tend to favour big titles from companies that understand what they're delivering 'soup to nuts' such as Infinity Ward, Valve, Bungie, Rockstar, etc.
Try to be reasonable... its easier than you think...
