I see what you did there.
I think the idea is that a game with a familiar title will always get more exposure. Even if that familiarity is with a different market. Take the new Syndicate game, if it hadn't been titled Syndicate we probably wouldn't have even noticed its passing.
Ironically, some people who worked on said game feel that it would have turned out a better product, and more than likely been received better had it not been attached to the franchise.
Should have been more resources on the multi-player aspect and been placed forwards as some kind of competitor to L4D, and such games, as a co-op shooter experience.
Then again it should never have been an FPS, that was certainly EA's decision.