It depends, are they fine with a shooter that's going to sell 2-3ish million copies? There's no reason to discontinue it. I don't like the games at all. But a lot of people do.
Objectively speaking, it reviews like crysis (1 90+, 3 low-mid 80's, and 1 in 70's), sells like Crysis (Albeit on 1 console), and they're both sort of Tech-Demo-y games (Guerilla for PS consoles, and Crysis for their engine).
However, if they're trying to reach Halo, CoD or Battlefield Sales. They should try a new IP imo, just as crytek should (though they created far cry XD).