It's sad because when compared to prior installments (Battlefield 3 being Battlefield 1 and 2 none of that Bad Company excuse for games) both of them are pretty shit games.
It's because the target market changed.
Simple, straight-forward run'n'gun games with a ton of brown and bloom sell infinitely better than any other kind of shooting game. Games have to be dumbed down to appeal to the "call of duty crowd".
Then again, what you like or don't like is always subjective, so saying that "BF3 is better than MW3!" or "TF2 is the best shooter ever" is silly.