They have been pushing war games like the CoD series ever sin ce the war in Iraq began (and even earlier). Suddenly there was a huge influx in both movies and games based on war. Now the first person shooter genre has taken over and pushed many gamers like me to the fringes. I hate the rehashed CoD games that get released every year; same game with a new paint coat. It really is sad what passes for innovation these days.
Personally I am having a ton of fun playing the newish Zelda game and Star Wars ToR. I guess both those games technically have killing in them, but it's kinda different!