I was watching Ubisoft's conference (which blew EA's out of the theoretical water by the way) and Far Cry 3 really stood out to me. That character they've created looks really cool - he seems like a kind of messed up Joker character from Batman. By the end when he says, "Did I ever tell you the definition of insanity", I was like, dude that was amazing. The great scripting of that one character (and the voicing for the protagonist) wasn't something I was expecting from a Far Cry game. Far Cry 2 was so barren of any kind of decent characterization that this kind of surprised me.
The gameplay looked great as well. Stealth seemed like a genuine alternative to infiltration and approaching enemies, which basically didn't work in FC2. I think the cover mechanic clearly taken from Killzone 2 seems to fit well in building upon what FC2 was doing; there were a lot of times where bullets would come from everywhere so that's definitely welcome for the sequel.
Yeah, I'm massively bored of shooters right now (holy smokes did MW3 look generic or what?) but this really impressed me.