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Many games sell lots of copies for different factors: brand name, advertisement, etc. The general mass wouldn't know the premise of Uncharted or Zack & Wiki if you don't tell them. Hell, if I didn't read the previews or fall into the internet hype of Zack & Wiki, I possibly could've dismissed it myself.
Halo, Mass Effect and Bioshock, on the other hand, did a good job of plastering their names all over the place, hence good sales.
So Game prices and Advertisements are what causes bad sales.
I've seen the Uncharted ad many times, but Mass Effect was released on the same day as it if I'm not mistaken, so my money went to that.