That's a good assessment. I think Activision needs to make another revolutionary game in the series, like they did with the first Modern Warfare. I read that the sales for AW were at a historical low for the series; down twenty-seven percent from Ghosts. While Activision's still making millions, that's an enormous amount of lost profit. There's definitely a downward decline, that'll likely continue as people become increasingly tired of the same old series, that's just re-polished and re-released, year after year.
That said, the campaign for AW was interesting, but the mission structures, NPC movements, and AI felt exactly like all of the other COD games I've played in recent memory. There was nothing uniquely interesting, and strangely, I actually found the functions of the exoskeleton were more of a hindrance than something practical that I could use. It becomes even more glaring with multi-player, when everyone's just camping in one place and picking off targets, without even using their exos.