I'm sure Killzone will be as mediocre and uninteresting as ever. Releasing it near launch is a good idea. That's pretty much the best time to sell mediocre and uninteresting things.
It's kind of amazing to me that for all the money and effort thrown into it, Sony still doesn't have a first party FPS worth a damn.
On PS2 the go to shooter was SOCOM. On PS3 there were lots of attempts.
Lots of attempts. A couple were interesting, a few were good, but nothing stuck. The idea of launching the PS4 with Planetside 2 is nice. Who knows if it'll be popular on consoles but right there is a great, free to play shooter with a built in audience from the PC.
And I liked Killzone 2. Really great atmosphere. Controls were bad but it didn't kill the game for me. With the exception of the stupid last boss that takes places in an open arena, most of the game is pushing forward and fighting enemies ahead of you. Killzone 3 looked like bog-standard military shooter. Killzone 1 is nigh unplayable on PS2. Killzone Liberation is good. All in all it's hard to care about a franchise when it's got a track record like that. But maybe they'll do something interesting, like make it a squad based shooter in a time when those games are rare.
it wouldn't be a Sony reveal without some funny bullshit. Shit, even Sony themselves don't have to do anything-- iirc, the FFVII PS3 demonstration had "Not A Game In Development" disclaimer or something, which didn't stop everyone from freaking out for years after (every announcement of an announcement/"secret game" for the PS3 was "OMG its FFVII.")
even the Vita carted out metal gear, lost planet, and yakuza to say "we can run the ps3 games on this (at a considerably lower frame rate)" and people just assumed those would be games.