Bungie is so super smart with it though.
They know to release an IP at the beginning of a consoles start that way there really is no competition and you game is played the most out of all games because you're only going to be competing with lackluster games like Lego and Barbie and other generic crap.
The game starts getting a following and eventually more players start playing because of word of mouth and really it's the only thing to do/play.
Of course the game has to be good and Destiny is just that grind to get whatever it is you get in that game.
The same thing they did with Halo on the OG Xbox it really was the only decent game one could play so it gained a lot of steam and popularity because of that and also because the game was actually good.
Just like you grind for that 50 in Halo or complete campaign on Legendary, Prestige Master on COD, same with Destiny you're just grinding for clothes and weapons or whatever it is.
Also, it's fun and really console gamers aren't used to this community feel type of gaming as say PC players with MMO were. We are used team deathmatch and just fighting with other players. Wtih Destiny you fight enemies and if you die you can be revived or start over or whatever, but all in all it's fun and you're talking chatting with your freinds and having a good time trying to get to your end goal.
You don't have to worry or get frustrated with lag or camping kid that pisses you off and kills you off your streak like COD. You don't have to worry about a broken game or playing with crappy randoms like you do in Halo and you losing or modders and cheaters.
Yes I know other games have, and are better than Destiny, at what Destiny is like Borderlands but Destiny is doing what it's good at, keeping players playing and hooked for that next goal, and doing it the best.
Just look at the youtube community it's now shifting to Destiny raids and gameplay. It was first Halo, then went to COD, and now it's transitioning to Destiny.