At times the open world genre can find it very hard to tell a story. For me, GTA, Borderlands, Skyrim (keep the list growing), there is just so much for me to do, and so much time for me to do it in, that I forget the story, and just cruise around the game, and when I do try and play the story, something pops into my field of vision that requires an extra bullet in the head, then I am off again, and then, 3 days later, I remember that I have a mission to do. This is the advantage of so called 'linear' games, they can tell the story much more effectively, mainly through the use of someone screaming down you ear that the tank that has just crunched through the building that you are holed up in needs to be blown up. In a game like GTA, I would be "oh that's cool", half way across the map driving a car off the empire state building. In CoD, that tank would very much be my problem.
For me, it is not if the game gives me a choice, but rather how much insane fun I can have while I do it. While CoD maybe lampooned for its lack of creativity,MW3's campaign produced a massive grin, and smeared it across my face. While it did use cinematic moments, their were used well, while those in BF3 were jammed in (very much like the campaign itself) were god damn awful, resulting in me abandoning the campaign, back to the safety of its sandbox multiplayer.
(Yoda mode) It is not the story itself that is the problem, but how the story is told that makes the difference.