Yeah, Gears is good for the industry monetarily, but not good when it inspires other games to use generic settings with space marines vs. infinite waves of near identical humanoid shaped aliens.
As for Mass Effect (minor ending spoilers) I had a very good time with the PC version, but the game felt truncated and rushed into the pathetically bad Star Wars ending. The fleet of generic ships all shooting their stupid little orange pellets, my God. A company with the writing and art staff of Bioware seriously could not come up with a better scenario than yet another variation on shooting the core, with Seth Green heroically swooping in to deliver that one final payload?
The game had excellent dialogue trees, a lot of characters with personality, some fairly unique alien races, and most of all great voice actors to sell it all (Female Shephard kicked ass). The overall storyline, however, was a separate entity. Same old ancient prophecy bullshit, with the universe about to be destroyed for no compelling reason. Seriously, the fucking Space Shrimp thing was like "Your dimension can not even comprehend the reasons that we want to destroy you all! I'm sure it's a very good reason, though!". And, worst of all, Shephard's team mates end up having absolutely nothing to do with the story. Bringing them along on missions only results in the occasional little useless side comment. Nothing else even happened with Wrex after I decided to keep him.
So, I would say Mass Effect is game that was ALMOST a masterpiece. Bioware seriously needs to just make an adventure game where you talk to people, fuck with them, make decisions, and look at the pretty uninteractive static environments, without the need to compromise it into a franchise starter or stroke their Star Wars fetish yet again.