I was under the impression that Uncharted 3 had a vast marketing budget, I seem to remember ads playing non-stop on TV and in movies here, if those ads were the best they could be is another question though.
Anyway, I don't think its right to say that Uncharted 3 didn't get close to the full potential sales, it has much the same appeal as Gears of War, for instance, and sales numbers are/will be pretty similar for the two series.
GeoW also had a very large marketing campaign behind it.
All in all, with the PS3's rather small installed base and the general audience that owns one, I think one can't realistically expect a game like this to sell much more than it has.
Then again, a racing simulator and a JRPG were able to cross the 10 million mark in the PS2 era so who knows (huge installed base advantage though)?
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