They were hoping Bourne would overtake James Bond.
No chance.
The problem with all the Bourne films (which got worse) is that at no point during the film did I care about what happened to Bourne. The character has no charisma. He doesn't say much and he just isn't believable.
Mind you I'm glad the Bond franchise has headed back to the format of the original movies, as in vaguely believable and no stupid invisible cars and sci-fi plots. Even if Craig looks more like the waiter in his suit as opposed to a slick secret agent...