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Correlation is not causaton. H4 sold well as a new game with Master Chief that brought the BR back and looked amazing. Then people played it. As of the last Xbox Live population count, H4 was at 13th and Reach actually hopped back in to top 20 after dropping out a bit. I would love to see where H4 is now.
The novels and things are doing well, though. Not entirely 343's doing. Greg Bear is masterful. The Kilo-Five trilogy has been fascinating in many ways, even if polarizing. Credit the writers or fault them.
The telling bit will be H5 sales. Though if they are poor, a good part of that will be because of the overall sales of the Xbox One. New console, not a lot out there yet and such.
Time will tell.