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This is probably the best way to beat the opposition.
However, there will always be a tendency to try to continue a line of success, but the good games companies will try to do something different with it. Half Life is one example, that had a different approach to first person shooters, in that it had an interesting plot, and the enemies were a lot more intelligent that in other games.
Th Final Fantasy series is also different to most games. Square are doing what they do best, RPG's.
Generally the new Age of empires clone is not as interesting as a fresh game with something new about it.