Geez, I think you nailed it right there. That's exactly how I feel. The hero lighting is just this thing that from a technical level probably couldn't be done on last gen, so it's a "showcase" feature but one that doesn't actually feel natural or dramatic after an hour of it. Like I get it, it lets us see the skin and hair shaders really shine and makes the subsurface scattering apparent all the time, but just doing a few big set piece moments where the sun is just off to the side behind the characters head would be just as effective. Not every scene needs bloom, to bring it back to the 360 era. lolIt's like throwing everything and the kitchen sink at something because they really, really want to sell what that new shiny hardware can do. It's like turning the volume up to 11 whether they needed to or not.
It kind of reminds me of some of the launch Xbox 360 games like Kameo and Perfect Dark Zero. Dev teams that really threw every new fancy effect they could at their launch games so that no one could possibly confuse them as anything other than "next-gen", but they ended up looking gaudy in the process.
HFW isn't anywhere near as bad as those two examples, and I still find it to be one of the best looking games ever made, but it just brings back those types of feelings when I play it. I'm still taking screenshots left and right and I'm still often in awe of the visuals.