You think generic space-marines, especially faceless, voiceless ones, are more memorable characters than a well rounded, humourous, convincingly human and well acted Drake?
Yes, it is obviously more memorable. Ask around who the faceless space marine is (either one), vs Drake. Halo inspires and so does Gears.
If they are going to lean on a "typical guy" then they need to make him memorable somehow... not just through incredibly smooth animation in a great looking environment.
I think the hollywood connection has been coming together over the years, but it isn't where it needs to be yet.
Example:
RE5
Capcom put their all into this. They wanted a cinematic experience and they went to hollywood to get it. For the most part, they got what they came for. The camera work was excellent. It was exactly what one would expect to see in a movie, but it wasn't. It was in-game cinematics. The problem they ran into was the actors. They didn't go after top quality writers or actors, and this left the experience, very gamerish. But they took it one step closer. Hopefully next go round they will invest in these aspects and bring it up a notch.
Sony needs to get Hollywood on board and tap that resource to build or enhance some IP that can move systems.
Please don't take this to mean that I think Gears and Halo are worlds better in any aspect of what I was talking about. They aren't. But they are entrenched. Sony would need to do something above and beyond to pull attention. Especially with a higher pricetag.