It didn't look bad. The gameplay is kinda supposed to be similar. BF4 was the exact same loving thing as BF3 but with a different story and different textures and guns and all that snazzy shiznick. forget a new engine, it even looked worse than BF3.
Anyways. The little firstperson scenes they showed looked pretty cool.
The Battlefield series does not have:
Multiple developing teams working on the clock to milk the money cow for Activision.
A release every year.
Multiple and repetitive campaigns.
Hype trailers that have wubwubwubwubwubwubwub.
A large amount of mic cigarettes.
To bold:
What the forget is there left to change in order to keep it a Battlefield game? It uses different engines. It uses different textures. It uses different ideas and mechanics that fit into the Battlefield name.
COD has had the same textures, and has been using the same engine, and has been using the same loving template for all of their campaigns and multiplayer games.