It's similar to Borderlands because the desert setting implies that. It's similar in a way to Fallout because the action takes place in a post-apocalyptic world. It similar to CoD because you can shoot.
But none of the above statements suggest even in the slightest that game is a huge copy-cat. The game may be an entirely different experience. The only things that matter is the story, the atmosphere and the gameplay. If they are rock-solid, then screw the 'intellectuals' that dare make such stupid comparisons.
The game looks better than Borderlands but honestly it does look very similar in design.
And how did you come up with that? Have you played the game thus making you think it has the same design? The only thing Borderlands and Rage have in common is the desert setting which doesn't suggest anything of how their design approaches are connected.