I've not really been bothered by this since Arma 2 came out, since that's developed by the original developers and this is by an in-house codemasters team. But having seen some of the newest footage, I'm quite interested in it. Graphics wise, it's no Crysis but it looks decent enough but it's the attention to detail I'm impressed with, recording sounds of vehicles and guns directly from their real life counterparts and motion capturing animations of soldiers operation equipment, which is really cool. It's not gonna be as complicated as the original or Arma 2 (it's being released for consoles so go figure...) but that's fine, so long as there's enough meat to get into there over the likes of say MW2 (although totally different games).
Storyline is also quite cool, a Russian island being invaded by China in order to control the oil supply below ground and then the Ruskies call their "best friends" the Americans in to help them out, kinda the opposite to Arma 2's storyline. Wonder if we'll get support from Russian infrantry too? Time will tell.
I'm at work so can't post any videos, check gametrailers and IGN for the latest media, the storyline "comic" is especially nice.