Shadow of Mordor came out when there was literally nothing else. It was a weird ass barren no man's land after The Last of Us Remastered but before Destiny. It was alone, there was nothing else to play, it was still relatively early in the PS4/X1 gen. I feel like all of these factors led it to get slightly inflated review scores + hype.
This game doesn't have any of those factors helping it, so it's kind of just being reviewed as is (I would assume).
Couldn't agree more. Release window is at least as important as advertising and actual content. You can have a great game but if it's drowned out in the white noise of a bunch of high profile releases, no one will care. Release during a dry spell, however, and it will be a whole different story.
As for Mad Max, it sounds exactly like what I expected - just a fine game, nothing more or less really. Release window, as I said above, is not helping at all here sadly.