It's interesting in the sense that as a consumer of CoD games, you're not getting any innovation from Activision. You're just getting a new bottle every couple

It's interesting in the sense that as a consumer of CoD games, you're not getting any innovation from Activision. You're just getting a new bottle every couple of years. Compare that to Apple, where arguably you're not just getting a new bottle: if you're in the ecosystem, you're getting an M1, air pods, a watch, lidar on your phone, the opportunity to spend 3 figures on a "pencil", whatever. Very different approaches.