Also, I think we can all agree that it's sad when people who never even played the originals are introduced to the series with the new, watered-down, generic shadows of their former selves and yet they still praise them for being so realistic/ atmospheric/ complex/ well written (or whatever their original's big attribute was. This isn't just about tactical shooters but also about other genres of games and movies!).
I see your point, To me, The gameplay matters. If the game itself is good, then its worth some money.
However, I do go to say ArmA, and I expect to find a military sim, And if I suddenly found ArmA III : CoD, I would be confused. Now, if BIS themselves had done it. I would be pretty annoyed I was trusting BIS to make the genre that they did. But I wouldn't be annoyed at what they did to the ArmA title.
However, If another company bought up the rights to ArmA. And made A3:COD, I would go look @ BIS website for the name of a new military simulator just announced by them. And continue to watch what was, ArmA. If that new game turns out to be good, i'll play it. If it doesn't, I wont.
Thats how I work, To me, It seems more logical to trust developers and put faith in that. Than fuss over a name.