True. And it’s been shown last year that a supposed “underdog” can thrive with a pre-November release date. A lot of people thought Borderlands would have trouble finding it’s place since it was launching a few weeks before MW2 and AC2, but it did really well.
There’s a big lull in games in late summer/early fall that BEGS for a good release to take advantage of our eager and impatient wallets. 