I've heard lesser games getting slammed for putting all their eggs in the 'stunning graphics' basket. Better graphics and better sound, talking about issues that are become more and more irrelevant with current gen graphics. If it doesn't look stunning, you might as well not try, considering the budgets and technology these developers have. They're not even talking about aspects of the game that makes CoD attractive, the multiplayer, if I were in charge of the CoD advertising, I would toss talking about the graphics out the window and focus on the damn multiplayer!
Johan Andersson said it rather well;
"We think huge levels, lots of players, great effects, destruction, vehicles & varied gameplay are more important than 1080p,"
THAT is what the Battlefield players want to know is still there, that's what they want to hear more about. CoD players want to hear about the Multiplayer, even if it is identical to the last three incarnations, they want to hear about that.