Well, CoD can only ride the wave for so long. Just like any other market plan for, say a MMORPG like WoW... You can only release an addon/expansion/sequel with refined gameplay with success for so long. It climbs, plateaus, and then falls. WoW peaked around 2010 and has slowly lost revenue, though still remains profitable. I personally think CoD has hit that middle point. Maybe that's why they are eying a sale of this nature. Sell it before it's value goes down in stock.