Being a fat kid in grade school, I quickly learned the worst response to being teased was to tell the teaser to stop. It's like taking their gun, reloading it, and handing it back to them. Apparently, Activision didn't get the memo.
A former fan of the Call of Duty series bought up www.modernwarfare3.com. What started as a fansite gradually devolved into hatred of the upcoming FPS. Now all of the posts ridicule Modern Warfare 3 and urge visitors to buy other games, namely Battlefield 3. At one point the URL redirected to the Battlefield 3 website.
Activision finally threw a tantrum, filing a complaint with the National Arbitration Forum for $2,600 to try and get the domain registration transferred. Though chump change for the behemoth, it only seems to be adding morefuel tothetoweringinferno.
Hatred of any long-running series is nothing new, but it can get scary for developers when the naysayers inch slowly toward the majority. Kings of the castle have been brought to their knees in the past *cough* Tony Hawk *cough*. Is the popularity of the Call of Duty series on a downward slope? Or will they be able to hold the heavyweight FPS title for years to come?