Borderlands is one of those games that I hope sells likes crazy, but probably won't. While I won't go as far as to say the game has been "sent to die", like Wedbush Morgan's Michael Pachter did, I acknowledge that it has several things going against it. Even though it's an action-RPG, a lot of people view it as a shooter based on screenshots and Gearbox Software's history. This is an extraordinarily crappy time to release a shooter -- especially a new franchise. Halo 3: ODST recently came out and Modern Warfare 2 is a few weeks away. While all three games are different enough, there's definitely a lot of audience overlap and a limited amount of dollars that can be spent. Most people are going to go with the sequels to established franchises instead of the new game with the funky art.