I really don't like the marketing/tagline of Halo 4. WAY too generic and interest-killing. The main Halo trilogy did a great job of downplaying the Master Chief's status of Savior while still acknowledging you're the best hope humanity has.
Honestly, the WORST parts of the Halo series are the books and to a degree, Halo: Reach. To me, the books would have ruined the series if I'd paid them any heed because they derailed the two main characters: Master Chief, and the Prophets.
The Master Chief was derailed because he was defined as a person: Previously, he was a projectable Player avatar much like Gordon Freeman (But with fewer Annoying Fans worshiping him at every turn in-game), and trying to make him some kind of "John-316" with actual character traits (Good leader my ass!) and background.
They also derailed the prophets by making them generic "Corrupt Church Leaders" instead of being the genuinely enthusiastic zealots they were presented as in-game (I was particularly affected by Truth's dying words). Dooms-day cults are FAR more interesting when the leaders believe in their cause earnestly as well.
Also... I hate everything about the tagline in the game because it discredits the original trilogy: Master Chief already fulfilled his destiny and saved the universe: trying to top that is the exact wrong thing to do: Instead of trying to pitch him into another war, they should have taken a nod from Homer, and follow the galactic war up with an Odyssey for the Master Chief instead of another fricken' "Save the universe!" moment.
Captcha: "Beats Me"
As long as its not another Reach, I'll buy it. Why? Because Halo is a good series, they just sort of pulled a Ubisoft/Assassins Creed thing. Yeah it was a great idea, yes they built off it beautifully but it got distorted and ruined by stupid ideas. Hopefully they come back to the good ideas though.
I will fucking stab someone if they fuck it up.
Halo doesn't need to develop characters (Reach showed us that), it needs to create a universe filled with a reality in which a player can step into and feel like a hero.