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It's because for the first time since WaW they had a beta that was accessible via pre-order.

They're not fooling me. COD is a dying franchise. Sure, it's still hugely successful, but it will never be the juggernaut that it once was. "Everyone" used to play COD, but now my friends all play Destiny and now Halo and with games like Battlefront and Fallout on the horizon, people are done with COD.