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DirtyP2002 said:

It happened with Halo 4, it happened with God of War: A, it happens with GoW:J and it will happen with GTA V and the next Assassin's Creed.

 

When you actually read the reviews: "A solid effort that, in some ways, changes the Gears formula for the better. Whether it will be remembered as anything other than a stopgap is questionable, but small qualms aside, it's a good one." --> 7/10 from Videogamer

earlier ratings:

Gears of War: 100/100
Gears of War 2: 100/100
Gears of War 3: 90/100

--> It changed for the better, but we decided to give the lowest score for the franchise, because everyone does it.


Clearly they expect improvements each time and drastic changes etc etc.

I'm not sure of your view but I disagree with the way games are reviewed with that expectation, games aren't books, music, films or tv shows - but they are being reviewed in that fashion.

Idiotic journalists getting above their station as usual. Back to college with you. :p