I heard that Tom Clancy's games are real into the strategic setting with maneuvers and small tactical squads.
I think the reason Halo appeals to people (in my opinion) is the seamless forming of vehicles, weapons, C.Q.B. (Close Quarters Battle), and in a small scale. We've had something similar to this in BF1942 and BF2 but nothing on a small and simple scale.
Halo appealed to me because I like using the pistol

. Its just bam bam bam and they're dead

. Nothing like bam bam bam bam bam bam bam oh darn out of ammo and now I'm dead

. The fact that you're neigh invulnerable with your shield yet at the same time able to die so easily makes the game interesting. The flood was a real twist and to be honest surprised me.
Halo 2 appeals to me because I can shoot the sniper rifle and hit stuff

! But the pistol was pwned and looks lame

. I've never finished playing Halo 2 and I was playing with a friend on Co-Op and he skipped all the cut scenes so I really don't know much about the story line either so I can't give much of an opinion on Halo 2. I don't like how the vehicles blow up now though

.
All in all theres games for those who like to be in charge of a squad or part of a squad working out tactical situations and there are games for someone who wants to be everything a gunner, a tanker, a sniper, a lone warrior, a 1 man army, etc.