Activision CEO Bobby Kotick mentioned in an interview with the Financial Times that he's frustrated with current business practices which are more geared towards giving first-parties profit, rather than third-party developers such as himself.
Kotick cited sources that indicate roughly "60% of [Microsoft's] subscribers are principally on Live because of Call of Duty," lamenting the fact that they weren't really seeing a slice of that pie. Kotick had also said that consumers (like you and I) are "clamouring" for a subscription-based Call of Duty.
Realistically, he's the CEO of the largest third-party games company on the planet. If he can't make money for Activision, he won't have a job. But does he have to be so transparent about it?
Source: Edge Magazine