Deal breaker No.1 for me is modern warfare. I've tried to get into it but I can't (tried CoD4:MW, CoD4:MW2, BF2, BF3). It has something to do with me being a kid who actually witnessed "modern" warfare and don't like to see it in games or movies. I understand that doesn't matter to you who've seen war just on TV screen.
Deal breaker No.2 is the fact that you pay a lot for practically the same game as before. That would be fine if this game was 35-50 euros like FIFA, NBA2K, PES and other annual sports games. But both Battlefield and Call of Duty cost well over 100 euros (because of premium packages) and imho, that's why too much money for little improvement I see every year.
Call of Duty with proper mechanics and WWII setting (WWI would be even better because it's fresh setting) for 40 euro every second year is fine in my book. What both Activision and EA are doing is not fine.
And I blame console players for being fools who will eat every shit they throw at them. If they used their brain before buying everything that goes on TV with ad saying Buy me Fool! whole industry would try harder and games would end up being better than they are.