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Bungie, because I trust them to still have the knack to completely reinvent (or outright invent) a genre.
I'm tired of Halo. Its been almost 10 years of Halo for me, and I'm not quite done with my "friendly separation". That does not mean I dislike 343i. I like and respect them, I'm just tired of Halo. I was worried that they'd totally botch CEA, but I was pleasantly surprised that they did actually improve some of it. I'm sure I'll buy Hal0 4 at some point, but not anytime soon.
So to actually answer your question: Both, but with a majority of that fan interest staying with Bungie.
[Edited on 01.13.2012 9:47 PM PST]