At least that's what brand tracking firm, OTX, has told GamaSutra. According to the firm, who track brand awareness through a collective of consumers (essentially a focus group), as of May 40% of the selected collective for the Call of Duty: Modern Warfare 2 brand were aware of the game's impending release, however, that awareness dropped to 20% upon Activision and Infinity Ward's removal of the Call of Duty moniker.

In spite of the above though, sheer marketing and media hyperbole (helped largely by E3, no doubt) still sees Modern Warfare 2 as one of the most highly ranked forthcoming releases among consumers as a 'must have' title.

"Despite this dramatic drop in awareness, the purchase intent for Modern Warfare 2 remains very strong," Nick Williams of OTX told GamaSutra. "In our latest charts based on the last four weeks of data, Modern Warfare 2 for the Xbox 360 ranks as the sixth most anticipated title."

Whether or not the drop of "Call of Duty" will see the title lagging behind the first in terms of sales will remain to be seen. Interesting statistics though.