They missed their goal. As much as that sucks it doesn't make what we've got "awful" in any reality I'm familiar with. Apart from the performance issues, which I understand if people are pissed about, where are all the better looking open world games out there that make this one look "awful" and a "shitshow" by comparison? It's hyperbole to the nth degree. It's almost as bad as the constant "looks like a PS2 game" comments on the console side.
Oh I definitely agree with you on the overreactions on how the final product ended up looking. A lot of changes can be made during development during 2 years, the explosions, effects, models, all were rendered using insanely high GPU processing power. I think you're right in a way that they used that 10 min long demo to sort of provide a layout for how the game would look, some gameplay aspects, and I'm confident that due to being a game worked on by over 1000 people from across the globe using different teams to focus on different aspects of the game fucked them over with a mess of a game (on the conceptual level, I'm sure the team that built that initial demo had much more focus on how to really show off what kind new experience that could draw you in with the new visual effects they could pull off using DX11, and with their own ways of handling a modern open world game. The fact that they're building around the previous console hardware too severely limits what they can pull off with their design since they have to basically make sure every animation, piece of dialogue, character model, and object models can be implemented into a piece of hardware with 512mb of RAM.
I mean sure, they could support higher resolutions, hbao, and whatever visual effect all the current gen games use now. But you're limiting yourself so much when all those visual features you implemented are still built in this framework of an engine designed to be efficient for 8 year old hardware with a market that would be able to run those features on their machine are a much smaller piece of the pie. Not that those are the only reasons, the other is how Ubisoft uses their development team less and less as creative forces to innovate in ways that are only possible with this new hardware. Which I think is why they just throw different chunks of their AAA games around that end up with a bunch of different project teams and leads literally designing different parts of the game independently from one another.
That ends up as a clusterfuck when they finally finishe their aspect of the game they were assigned to, and all they tried to dp was just mash all these different mechanics, and designs into the game when the legwork was done. That causes a lack of vision, direction, all these different teams working on a portion of a game without a real identity to the end product? That's just basic teamwork right there, having an understanding of what the game is so they can create using their limitations to their advantage. Those were how the most clever design mechanics in history were developed. These AAA yearly franchise entertainment giants They treat design and creating like a manufacturing process and it ends up falling short of the kind of game they initially conceived but still left with all the pieces they wanted there.
2 years ago that same trailer made it seem like this would be a hybrid MMO kinda like Destiny with the camera focusing on this other player in that players game, and then proceeds to zoom out showing all these other similar shapes that identified other players running around in the same Chicago. It's a combination of Ubisoft trying to create their own brand and style to all their games, while also treating the design and conception stage of an artistic entertainment product into a game factory.