I don't really think the situations are comparable. id was the top dog for FPS on the PC before it released Quake III, and every new Quake resulted in tons of new games using the updated engine.
When they released Quake III they went head to head with Epic's original Unreal Tournament. It was in the same year (very close actually) and the games were very similar. Multiplayer-only games that featured bots and online play as well as offline multiplayer matches. A first for each company.
Everyone and I mean EVERYONE (I read tons of mags before the internet was big) expected Quake III to kill Unreal Tournament, although they were being nice about it and did these little comparisons where they tried to stay neutral.
UT sold more and had a bigger community and presence. id was pretty much irrelevant after that, as Doom 3 was destroyed by half-life 2 in 2004.
Rage didn't really go up against Borderlands in any way as it came out 2 years later. Rage, Fallout 3 and Borderlands all fall into a similar category though. They are Post-Apocalyptic games that combine FPS mechanics with some RPG features or leveling up system, but they do it in different ways.
Borderlands and Rage are more FPS oriented, as they have solid shooting mechanics and you spend a lot of time shooting. Fallout 3 is closer to an RPG, but it's not a particularly good RPG (Exploration is the best part of this game while Rage & Borderlands suck at it) and it's actually a pretty terrible shooter (New Vegas is more of an actual RPG but the gun-play is much better as well).
Either way Borderlands didn't kill Rage, Rage killed Rage.
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