I think however people approach it, it's remarkable value. Based on Amazon's pricing right now, you can get Ultimate for £156 for a year - no promo, full price. That's versus COD at £70 (digital) + £50 to be able to play online - Amazon's prices right now. That's £120 vs a bit less than £156 - there's only £36 in it.
Some people on here are really keen to say that some COD players literally play nothing at all but COD, and therefore Gamepass means nothing, but a lot of people will buy COD annually and play other games too. For those people, you can get COD every year, play online, plus all the other gamepass games for £36 more. It's like £3 a month. To me, that seems like a bit of a deal. I think it will when Doom and Indy come out for sure.