Activision forgot long time ago what was that made them so great, Activision was founded because Levi came together with four Atari programmers that got sick of Atari's corporate decisions (not giving credit or anything to the designers, being a "by the numbers" company", giving a rats ass about the creative process, etc.)...
Activision became popular because the titles were creative, now after a lot of mergers Activision-Blizzard-Vivendi (or whatever the company is called now) for the most part is a milking machine instead of the super creative one i once knew, i mean a Call of Duty every year??? If it weren't for Infinity Ward that reinvented it the franchise would be dead, and how many Guitar Hero's for year??? they're cool now because of the big names, but soon the people will get tired of spending money 4 times a year for a GH title...