They haven't gotten into the specifics, but they are pretty adamant that this isn't just reskinning and randomly putting stuff on prefab environments. Their interviews with Eurogamer and the like from E3 are illuminating in this regard. I understand the skepticism, but I personally would rather be excited that this might in fact be something very new. The proof (or lack thereof) will be the game itself, so we'll just have to wait.
I'd be happy either way. :) But really, for the sake of their own credibility, they should demo these things to the public (regardless of how broken anything is, it would go a long way to reinforce what they are saying). I definitely would not say they are "lying" about anything, just that until they show their tools, we have no idea how in-depth the generation is.
