In that middle picture the lighting is much better than in the top and bottom pics. The top and bottom iamges look very two dimensional, while the middle pic has more depth to it.
Could be due to the different time of day these are set, but it seems we'll still be two dimensional flat lighting in many of next gen games, despite all the HDR hype.
Or maybe it's teh unnatural sharpness, like for example in the bottom pic that makes it look that cartoony and the way a bad photoshop job looks too sharp around the edges.
Should look much better in motion though.
But I wish they could have done what they showed pre E3, that looked beautiful even for a sports game.