I've still only played about an hour of it as I've been away from home, but I've been thinking about the game a bit.
I think Evolution found themselves in a bit of a conundrum. I think when they debuted the game last year at Gamescom, the general consensus was that it was a bit average. There was no sense of speed and the game was just uninteresting.
I think at that stage they had a choice to drop the simulation aspects and make it more arcade, effectively going back to their roots to make the game they knew how to make. The core game really feels like Motorstorm but with car models, I feel like the cars even handle like Motorstorm too. When the reviewers say the game lacks soul, I think that also means there isn't a consistent vision and there's a lack of identity. The rural locations definitely help towards that regard, but the arcade nature of the cars I think confuse the reviewers. The cars don't handle like real cars like in Forza or GT and that's where reviewers think there's a flaw, there's an even slight disconnect where the game isn't behaving how reviewers are expecting it to behave and thus not meeting expectations. One thing about gamers is we see screenshots and videos, but its different to actually playing the game ourselves. Reviewers are obviously supposed to be judging the game on its merits, but its clear that they don't always.