It's not mainstream friendly. Not being able to make a party with my friends or have cross game chat with them to tell them what game to join really affected the game so that I rarely play it ever anymore. No coop also.
I think it's sales reflect it's level of marketing, it got some good marketing and sold quite well, but word of mouth isn't spreading the game's success because although it's good it's not player friendly for above reasons.
And it could have more online modes, maybe some customization even if it's just appearances, and less lag with a better framerate if that's too much to ask? I can't wait for Killzone 3, all they can do is improve on such a beautiful engine.