If there's one thing the shelves of your local game store isn't lacking, it's first-person shooters. This is great for those with an itchy trigger finger, but quite a problem for developers looking to bring a new IP to the crowded table. There's an argument that there's little innovation left to squeeze out of the genre, but time and time again this has been proved wrong. The genre as a whole is subsequently of an incredibly high standard, and it's increasingly difficult to distinguish a good FPS from a great one.
A new FPS either needs to be very good looking or very different to get itself noticed. Codemasters' Bodycount didn't appear to be either of these things.