Yeah I don't think it's the trend toward future warfare that's off putting to most, since Advanced Warfare did pretty well, it's mostly how well the mp is structured, as is always the case with CoD.
I watched a fair bit of the above video, and it's slightly similar to Titafall minus the Titans, eg lots of wall running. Kind of a mix of Advanced Warfare and Titanfall as far as field tactics.
The most bizarre thing to me is gambling on Lynch as the campaign villain. Spacey made sense, and is obviously part of what sold Advanced Warfare, but Lynch, he looks awkward even in commercials.
They must have had some weird pot induced moment when they saw Lynch being villainized by the media at the Superbowl, and their director of EA Sports said, bingo, our new CoD villain!
Needless to say, I'm not expecting to be thrilled with the voice acting in this one. I bet they'll give him some kind of skill perk that has him charging like a rhino like he does on the football field. Sam B, look out, your nemesis just arrived.