Normally, I don't find it too hard to pick a player character in Borderlands, but man, they all look amazing! I'm looking forward to seeing some more character specific gameplay.
I'm also really pleased Gearbox hasn't deviated too far from the other games in terms of art direction. For example, KH3 is an absolutely beautiful game, but it's a huge stylistic change up for the previous games, and for me personally, it's became a lot more generic in terms of art direction in the process. (It was amazing how close the 3D Pixar and Disney characters looked to to their original film counterparts, though!) DMC5 was also a huge change up in art direction from DMC4, and it went from being heavily stylized to hyper realistic, but DMC5 at least has a really distinct blue-ish/purple color palette that is present in a lot of the environments and the advertising for the game.
Yeah, this.
Just using this screengrab, Rhys and Zero are far more polished and detailed than their previous character models.