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Why would one expect huge sales out of the Killzone franchise?  Killzone had to overcome a bunch of negative stigma it has prior to Killzone 2, and also the entire E3 trailer fiasco.  It turned out real good, however, which offset a bunch of things.  But, also needed to factor in that the FPS genre is saturated at this point.  What one hopes for is that a FPS franchise gets a sufficiently large following that it can continue to produce sequels, and make the company who owns the IP a profit.  But in a saturated market that is established, you won't get much movement away from the established brands, unless someone drops the ball.