I think the thing that Battlefield has struggled with is trying to figure out what it should play like. Call of Duty overall always plays like a CoD game. Battlefield, though, feels very different from game to game... sometimes better, and sometimes worse. I still think that the shooting and gameplay has not yet matched up to Bad Company 2, even though it was a dumbed-down Battlefield game mostly. I think I enjoyed BF3, didn't buy BF4, BF1 was great but BF5 didn't play as well as I had hoped.
But I'm hopeful they can do something great, so I'm not counting them out yet.