It's all about money. Game Developers can't take risks if they plan on getting their games published. Publishers want to see generic FPS that don't ask anything of the player. Different, better graphics and easy 'shoot till they die' game play. So what if it only has about 4 hours of single player gameplay? Put in achievements that require multiple play throughs and tag on a multiplayer. Now you can brag about having a 20 hour game with lots of replayability. It's a real shame. But that's just how the market is.
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