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Who holds the future?!? Designers or Series Owners?

There is an interesting topic in the Xbox thread which triggered this thought. The thread was made by an absolute dumbass who asked if there is going to be ANOTHER halo or not?!? What this dumbass would have found out just by googling Halo, is there is another addition to the Halo brand called ODST comming out this year. What the thread turned into was actually interesting unlike the poster's initial comment.
I am using the Halo series as my source/example, but obviously this would be the same for such other games like Call of Duty, Gears of War, Fallout, Killzone, Resident Evil.... the list goes on. Halo is a billion dollar brand, Microsoft is actually the owner of the Halo brand and though Bungie develops the games Microsoft can contract with any developer to continue the Halo brand/series on until the world is capped of Halo (which will that ever happen? Who knows) So my question is, how much are designers/brand owners really going to try in the future for a successful Launch when they can just pump out series games one after the other.
So back to my question... What does the future hold for us when it comes to gaming? Well if it is up to the big conglomerates I am sure we will see Halo 10 before we die, and Resident Evil 20. If it is up to the designer's who live for the passion of the gamer's and keep developing new ideas and features like we see with the upcomming game M.A.G for Ps3... Then who knows what the future holds for us in the gaming industry. Something interesting to think about, when we have children trying to get the newest and latest... are we going to be say "Child you should have seen me own in Halo 2, let alone your copy of Halo 12" or are we going to be the generation that says "This is intense... What do I do now?"