I feel like the gameplay and combat for DoW3 really lacks a sense of personality. It's making me feel less interested in the story, characters, gameplay, and even outcomes.
Here are some specific reasons why this game lacks personality. First impression is OK: Log on, see good looking UI menus with great, fleshed out looking features. Everybody looks angry on the main menu and in Elite Loadout. OK so that sets an emotional tone that everyone is angry, I get that, time to play the game.
I start playing game, mostly with SM, and don't really care whats going on. For one thing, even when zoomed in, most your dudes don't look much bigger than ants, and you don't really care when a squad member dies. In DoW1 I remember every single extra guy I "attached to" my squad, and get particularly upset when a sergeant or one of the wierdos on my Imperial Governor's eccentric command squad goes down. Here? Meh, return to base, hit blue button. Also, I can't get even close enough to see Bolt Shells ejecting or blood splatter, so things don't seem intense at all. I feel like taking the execution flourishes out of the game really hurt- sword swings and gun firing lack variety now. PvP strategies are all cookie cutter, basebuilding lacks depth or anything interesting about that.
Add in that the campaign switches off between factions every time you beat a mission, instead of having segregated campaigns, well that seems like it's going to be hard to get attached to any one faction (let alone learn one faction well cause just when you get the hang of it, you have to go play a race you hate next mission). So I'm feeling a bit dissociated from both the gameplay, story, and characters, and those are the reasons why.