This is a typical soulless generic Ubisoft game if I've ever seen one. They finally realized they sucked at creating good compelling characters so they didn't bother this time and instead have you play as NPC's who eventually die a permadeath for the whole game. This sounds so bad after Rockstar just gave us the greatest cast of characters in gaming history last year with RDR2.
The world looks as lifeless and uninteresting as any other Ubi open world game. I saw nothing in the gameplay that made me go "I wonder what's in that building or around that corner." The guns look and sound as weak as water guns. The AI looks braindead standing still waiting for you to run up and attack despite having a gun in their hand.
Either people are still falling for Ubi's marketing scams or this is just indicative of how much E3 sucks this year that people are pretending this game looks good just to convince themselves the show still has a purpose to exist.