I was super impressed, but I've been playing GW games for 20 years so seeing a Dark Elf Black Ark at scale was a dream come true :-).
The public quests blew me away. They bring all the cool narrative stuff from WOW dungeons and raids to the surface, enabling casual players to see some epic stuff. One of the first ones was kill all these High Elves soldiers while these two dragons are duking it out up on these towering spires. As you complete the objectives, the High Elf dragon kills it's opponent and flies down to wade into the fight itself. After you take it down, everyone who contributed something to the battle gets ranked, and then get's to draw from this loot crate for their reward. For me it successfully captured a Warhammer battle experience, which is a pretty amazing accomplishment.
I also enjoyed that there's a story for the player, unlocked as they work through the quests. Chapter 1 is the newbie zone, which after you accomplish all the quests, you "win" the battle. You're lead to the next zone, at which Chapter 2 opens up with associated quests and narratives. Brought a lot of structure to my experience.
One feature that will interfere with my enjoyment of WOW from here on out was finding groups. If you want to group up, you bring up a single screen that lists all the folks in groups, how many slots are open, and what type of quests they want to do. Pick up groups in WOW are such a pain, with nobody using the LFG panel, forcing you to get antiquated and spam a channel (i.e. "LF 2M for Botanica"). In Warhammer Online it's all UI, and you can find a group doing exactly what you want to do in about .5 seconds.
I'm hyper biased, so if you don't know who Malekith is your mileage may vary. But for me, this is the first game I've ever pre-ordered. Ever.
