The CoD formula is so outdated it's not funny. Sure, Black Ops brung a LOT of customization to the table, it was still MW2 just balanced. Treyarch did a good job with stopping boosting and broken killstreaks and whatnot and are still trying to make the game as good as they can, but the lingering shadow of the CoD franchise is always following it. If they made the game more original, it probably would be better than CoD4. However, the fact it's just running on the same old engine really brings my opinion of the game down.
Especially when Bobby Kotick is a fucking idiot.