The criticisms mostly make sense on their own, but when compared to Call of Duty and Battlefield it seems like Killzone is being punished by some outlets for a reason I can't discern. Killzone sounds like Crysis. Beautiful, starts off open and different but reverts to old corridor shooter mechanics later on, and a story that isn't all that great. But pretty solid multiplayer. Sounds fine to me, and a wide range of scores make sense depending on which parts of the game you find most important.
It seems to me they did seem to put more effort into trying to tell a different sort of story from the sounds of it rather than just phone it in. They just lack in the storytelling execution department.
What confounds me is when I read statements like "In a launch lineup crowded with shooters, Killzone: Shadow Fall sits at the bottom." or see outlets putting lots of emphasis on storytelling giving higher scores for Battlefield and CoD: Ghosts.
Battlefield, I understand getting high numbers based on the visuals combined with what will likely end up being a true to form spectacular multiplayer experience for those who love big battles and the freedom it gives. As soon as its many predictable technical issues get hammered out, of course.
CoD on the other hand, is kind of ugly compared to its peers, seems to have downgraded the multiplayer component by adding little new and removing some popular content (from what I hear from CoD fans), and I've seen the campaign. The campaign is is a completely brain dead mess from the beginning. I watched a nice chunk of people playing that campaign, and it's just chock full of logical inconsistencies, unexplained motivations, uninteresting enemy behavior, and a bunch of generic military tough guy yelling.
I have a hard time seeing the Killzone campaign being worse, and from reading even the negative reviews, it sounds like a better executed and more interesting experience than what I've seen from CoD: Ghosts with my own eyes.