But it seems to me that the annual COD purchase is more about the multiplayer than the single player. Sure, the SP is okay, but just about everyone I know who buys COD does so for the multi...including interns at the company I work it now who don't have Live Gold (shoulda gotten a PS3 ) and just play splitscreen with dorm buddies (splitscreen is a far more important feature than a lot of you dev types give it credit for).What Laa-Yosh is trying to explain is why bother investing in better gameplay or bigger/wider environments when the current CoD model is selling as good as it is?
The people asking for sandbox environments in their shooters are the minority compared to the millions of people who buy CoD every year.
I agree that SP has kind of stagnated, and informal anecdotes seem to confirm that, but it's not a technology problem. There's not really any type of game that can't be done. Sure, it's not as pretty if you make a bigger, more open world, but it's not like that stopped Grand Theft Auto from succeeding. Heck, there's no reason GTA III couldn't have been first-person. And I remember Borderlands doing fairly well.
Whatever you do it has to be fun if you want it to sell.