Innovating new ways to make screenshots/trailers look nothing like the final retail product
Heh. Sports games apart (they look a BIT different, although all look like each other) the E3 games so far are pretty much all like this. From the conferences I have seen about 20 incarnations of the basic same game, shown off with trailers constructed from the exact same template.
At the moment AAA gaming is like a world in which only Marvel movies get made.
The only really encouraging thing so far is that MS have put more effort into their Xdev program, trying to catch up with Sony, which may mean that people can still make interesting stuff and get published there.