I'll probably get the game because I like to support Remedy. But for some reason the game doesn't grab me. The marketing just hasn't captured me. I like the idea of weirdness, but what I've seen doesn't look too far out there, the Hiss design just looks very basic. And the story hasn't grabbed me either.
It's definitely hard to see something in these trailers that immediately stands out as a 'hook' -- Remedy is kind of known for these things (a trait that, I think, may have originated with their work with 3DR on the original Max Payne) -- but if you look at everything *around* the seeming lack of a hook, well, I think you start to get a sense of what Control's hook actually is.
I think it's a combination of elements, actually. The first and probably most important being the world, and how it seems to deviate just a bit from the past Remedy games. They're typically a bit hand-holdy and scoped very strictly over the narrative. Control, on the other hand, seems to be a lot more open despite how it may look on first impression; we've heard talk of long, optional sidequests featuring huge bosses, and levels referred to as taking after Metroidvania rather than a linear, closed sandbox. Talk of actual "loot" in the game; rewards that actually impact your character in serious ways, or provide entirely new abilities. All of this set against the backdrop of an environment that is embracing "weird" -- impossible space type of stuff, non-euclidean geometry, both in a "The Shining" sense, but also in a more abstract one. Yeah, aliens, man. Or something. And of course, there's a lot of the typical stuff we expect from Remedy -- fast-paced combat that looks good, but this time with more of a focus on feeling as good as it looks. Remedy games have been thick on style before, but they've missed the mark with substance a bit here and there. Control really seems like a genuine effort to pair Remedy's great storytelling with solid mechanical gameplay that features more depth than they usually dish out.
That's kind of a long-winded way of saying, I guess, that there really isn't one big hook; a lot of smaller ones that are all, on their own, good, but that may account for why Control doesn't *quite* have that impact Remedy games usually have when they're first introduced. It's stuff that doesn't land in trailers, but probably will when you're playing.
I'd give the game huge points though for pushing really hard in the visual sphere. That may not mean much for people who can't push the big features on their machines just yet, but Control is going to probably age really well, and will be I think a benchmark title for a while. Having RT reflections, a GI solution, and shadows all in one package aiming for 60 fps / 1080 on top-end hardware is pretty cool.