IW got the respct over Treyarch because IW push boundaries, ive no doubt that they did the VERY bst work they could on the IW Engine for the games graphics, and it shows, MW2 was/is stunningly beautiful.
Treyarch on the otherhand? with their nigh on limitless resources in activision and AAA status DIDNT do the best they could possibly do. The best they could possibly do would have been to go next door and borrow the IW2 Game engine THEN blend all their own uber motion cap work in and tweak tweak tweak. But they didnt, they used an inferior engine and tweaked that into a slightly less inferior one thus giving us an inferior game.
If 3arc really wanted to break boundaries and step out of IWs shadow, on the next release, 6 months into developement they'll hire 30 extra staff and OPTIMIZE the 3 versions independently. Then they'll be seen as industry leaders (like crytek optimizing all 3 versions of crysis 2 for each system) instead of shadow lurking sideliners to IWs stardom.
Dont get me wrong, im having a blast on BOps right now, but i couldn't honestly sit and tell someone "this is the best they could have done with the time/money/resources they have" i AM however waiting eagerly for MW3..why? because i forsee yet more boundary stepping.