Several reasons come to mind:
1) Activision tend to follow the "rinse and repeat" formula, which means that they don't really change much. This is true for several other franchises and I'm not to happy with those either.
2) MW3 specifically nicked its "changes" from other games this year (Dog tags and unlocking through weapon kills are blatantly taken from Crysis 2 for example.)
3) Graphics engine is the same one they've been using since day one.
4) The company is a prime example of capitalist ideology gone to the extreme. (15 dollar map packs....!?)
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