Call of Duty fans have flocked to the official Infinite Warfare trailer en masse with the intention of disliking the video.
At the time of writing, the trailer has just over 9 million views and has racked up more than 420,000 dislikes, more than twice the number of likes it has received. Activision doesn't feel that this is a worrying sign and is looking at the positives.
Activision CEO Eric Hirshberg told investors in an overnight earnings call that this is a sign of the fan base's passion. "First of all you got to love the passion of gamers, this is an industry like no other, and a fan base like no other and we love that our fans treat this franchise like it's their own and have such strong points of view about it," he said.
"There just aren't many entertainment franchises on Earth that can generate the kind of passion that Call of Duty can and that's a good thing."
He noted that many fans are nostalgic for the boots on the ground type of gameplay and said this is why Modern Warfare Remastered was made. Of course, it could be the requirement to purchase Infinite Warfare to get Modern Warfare Remastered that a section of the fan base may be taking issue with.
In other positives, Hirshberg said, "Views of the reveal trailer that you referred to are up and, in fact, the number of likes per view on the Infinite Warfare reveal trailer are also the highest we've ever seen."
"We've seen this in the franchise before. The reveal trailer for Black Ops II, which took the franchise into the future for the first time, had the most dislikes of any reveal trailer we had ever made at that time. And that, of course, went on to become our most successful game ever."
Call of Duty: Infinite Warfare will be released on November 4, 2016.