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Milking is it being the same game over and over, with no real demand for it, and usually is passed on to a different studio to chug them out faster. Guitar Hero and CoD are being milked, Halo is not.
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I believe CoD has been praised for introducing new standards in graphics, gameplay and storytelling at least three times. All Halo ever managed to do aside from creating a nice story, which was told for 50% in novels no-one read, was add 'dual wielding' to Halo 2. ZOMG REVOLUTIONARY.