Hah, totally wrong, dude. Thinking of Morrowind makes me smile because I know I can go play Oblivion and have more fun.

Either way though, this is an industry and a business and so comparison to the competition is vital. And the games that can stand on their own without comparison? Good for them, they're the big winners at the end of the day (even if they pull a Psychonauts and don't sell). Though... that brings up another point. So a game is great. Cool! But it didn't sell so does that mean it is a failure?
I'm not saying this is my own belief, but I think it is an interesting discussion topic.