go to features.
there are 5 things listed, one over view, one system requirments, and then there are the 3 gimmicks.
-customization (listed first.)
-team play
-smart button
black ops wasnt based on customization, it was based on an already established community that trusted the developers to make the game they wanted, a cookie cutter FPS.
Customization: The 11 different customizable features on each character model are far more than normally found in a game. I have yet to see an MMO that offers that many slots. Granted BRINK may not have the hundreds of armor models that games like WoW do, but you do get to change the look of those 12 that you do get. (Some of the colors cause rather drastic pattern changes [check the E3 2010 video]) MMOs may also have hundreds of weapon models, but again no tweaking there besides adding some glitter. CoD:BO gave you the option to add a clan tag, camouflage (because orange guns are sneakier), and an emblem to the gun. You could also add up to 2 attachments. BRINK lets you add up to 4 attachments to most guns. (I'd take some more stat changes over a epeen on my gun any day)
Team Play: As a class based shooter BRINK mandates a small level of cooperation for a team to succeed. The more cooperation, the better the team. Splash Damage sought to further encourage this by giving players that work together more experience points and score than a "super-ninja-assassin light operative" could ever achieve on his own. If you are worried that lights will be running amok, I suggest you watch the Get SMART: General Gameplay where the buffed light goes up against a heavy.
SMART Button: This is BRINK's true hook (not gimmick). The SMART system allows for more fluid maneuvering. No more having to walk around a waist high wall or risking your life climbing (yes, put your gun away and climb) over the barrier. The SMART button itself is really just a training tool; anything you can do with it, you can do better using good ol' jumps and crouches.
As for cookie cutters... Splash Damage doesn't mutilate their desserts or their players with re-skinned sequels.