It might not be the case at Activision HQ, but Modern Warfare 3's November release isn't about sales numbers to developer Infinity Ward.
In fact, creative strategist Robert Bowling says that the studio would be happy if only three people were playing the next Call of Duty game as long as they're having a great time.
When asked by IGN whether or not Infinity Ward concerns itself with competition and sales, studio creative strategist Robert Bowling replied: "Not at all, there's no buy in on that sort of stuff.
"We don't care about sales numbers, we don't care about competition, we don't care about beating anyone.
"Our 100 percent focus is making a game that we're going to love to play, that we're going to be proud of, and that we know that our fans are going to play.
"To us," he added, "we don't care if there are three people playing it or 30 million people playing it. If there are three people having a great time then we've done our job correctly and we will be happy."
The last few Call of Duty games have been massive sellers, shattering games industry and wider entertainment records, but the series has a tough looking competitor this year in the face of October's Battlefield 3, which EA hopes will be strong enough to cut the reigning FPS king's market share.