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I disagree. Battlefield isn't close to as strong the brand name Call of Duty is in the console market (I don't even play CoD, and infact loved Battlefield: Bad Company). MW2 will have the hype and attention that this game won't, perhaps only by hard core fans (who'll also be looking at MW2 as well).

There's nothing that grabs the attention of a casual player (KZ2 had its graphics, MAG will tout its huge player limit), you can call it a "gimmick" if you want (although I don't think that said "gimmicks" deserve a negative cononation).

I don't think people are that cheap to refuse to buy one of the biggest games in the gaming industry and go for the $15 alternative instead.