Developers don't get that adding cod features wont make those players go to their game. if a player wants cod that is what they are going to get. many developers these days have this issue.
"CoD-ification" is only one area where Halo multiplayer failed under 343, and has been covered comprehensively over the past few months. A lot of Halo 4 was also an evolution of what was implemented in Reach. Namely, one of the areas I liked them attempting to evolve was the sense of persistence. Persistent elements in multiplayer shooters has been one of the recent trends to keep longterm player numbers, with ultimately mixed results. Halo 3 had limited customization. Reach had a greater amount that extended to limited metagame alteration with loadouts. Halo 4 decided to push that even further by adding in the CoD-like elements many have grievances with.
Bungie did a better job at conveying the notion that my Spartan was Noble Six across single and multiplayer than 343 did to convey that my Spartan was a random member of Crimson during the Spartan Ops campaign, and a Spartan training in War Games. The disconnect between what was in their ambition and what was pulled off makes Halo 4's attempt to shore up persistence very lacking, and overall hurts the product a lot in terms of presentation values. If Halo 4 had been executed properly, we would have had a game with a good competitive element that also allowed a sense of being in the universe at the same time. It would have felt badass to rank up and place highly in MP and take the same Spartan into Spartan Ops and mop the floor with the Covenant. But the execution makes for a disconnected jump between modes -- certainly not what 343 seemed to envision, or what anybody really wanted. Most fans of Halo simply wanted a good Halo game. The sad thing is, I can see where their ambitions for a connected feeling between all the modes is a sound one. Infinity was supposed to be their anchor into the experience. Instead it was just a set of buttons on a menu with a barely discernible background.
The problem with persistence is that unless I feel invested into my character, his or her evolution is meaningless. Between shitty multiplayer, a dreadful Spartan Ops , a disappointing campaign, and a disjointed feeling through out, Halo 4 overall made my experience and my Spartan feel entirely superfluous. Better to not have it then, and try for a cohesive Halo game.
Oh man I could write for hours on what's wrong with Spartan Ops and disjointed feeling in Halo 4. The latter doesn't just extend to the primary modes of the game -- it's a huge issue with the presentation of the campaign, as well.
The CoD-ification of Halo 4 sucks, for sure. It always should be a part of the core discussion of what the game failed to do. But the other rotten elements of the game are fun to talk about, as well.