Depending on who you ask, Call of Duty is either the most or least anticipated title in anyones E3 lineup. And when Microsoft started its gaming blitz with Advanced Warfighter, it was a sign that it knew how gamers felt about COD. For the fans, it gave them what they wanted up front and signalled confidence in the rest of the conferences lineup. For everyone who didnt like COD, it was several minutes of boring gameplay to sit through at the beginning before all the interesting stuff started. But still, by getting Call of Duty out of the way upfront, it kept the audience from being distracted by the wait for the inevitable display of the game and kept them from being disappointed/annoyed whenever the game didnt show up.