Frankly, Halo only seems generic because it sticks to the formula that made it as successful as it is. If you really look at things, Reach is a huge deviation from the current norm. "armor abilities" single-wielding, non-regenerating health, slower runs speed, different abilities for the multiplayer characters, etc. They've changed the Halo formula alot for Reach, and I think it's a good thing. I enjoyed the beta, but Swordbase was just an unfun map. It wanted to be prisoner, but failed hard.
MW2 is just too much of an arcade game. All of the COD games have been. I'm hoping that Medal of Honor is more than the Call of Duty Modern Warfare games have become. With DICE making the multiplayer, I hope it'll be good.
But then, the only real modern shooter I play anymore is a realism mod for Battlefield 2 on the PC, so go figure.
Black Ops looks too gimicky for me. I enjoyed the COD games when their singleplayer stories were even slightly possible. Hopefully Treyarch will do a good job. They've got it in them, I mean World at War was a pretty good game for its time. Nazi Zombies was a game mod that came out of nowhere, but was incredibly fun when you were playing with a good bunch of people.
So maybe... Russian zombies this time?