Borderlands has past the 2,000,000 sales milestone, despite being a shooter released alongside Modern Warfare 2. That's just reward for coming up with an interesting game, executed with panache.
Considering the game was unimpressive up to a year before it's release, and they junked the realistic graphics for a stylised cel-shader look, this is a great example from the devs, marketing and management (and how often do all three get it right?). Gearbox Software should be proud of themselves.

