Due to the commercial success of Call of Duty 4: Modern Warfare, Infinity Ward thought that the modern setting had entered unto a \"world of its own,\" they then dropped the prefix from the title. Activision was reportedly getting \"bored\" with the series, and so ran with the idea. It was later found from surveys that there was a 40% drop in brand awareness after the removal of the \"Call of Duty\" prefix. At E3 2009 the customer intent to buy the game had dropped significantly because of the title change. It is speculated that Activision chose to bring the Call of Duty prefix back in response to these surveys in order to prevent confusion with consumers. The Call of Duty prefix is still absent from the Hardened and Prestige editions, as well as in-game menus.
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