I almost have to wonder if Reach is non-Halo-ish because it's the first FPS Halo published since Microsoft took the Halo lisence from Bungie. It's also, of course, Bungie's last Halo; perhaps Microsoft wanted a more COD-like experience and drive Bungie to that point.
Oh, and just as an aside: I completely agree with everyone who hates the armor abilities. From the moment I first realized you could sprint, I had a sinking feeling that things were going to be Call of Dutyish from here on out.