I think the point that a lot of people are trying to make here is - if it's really a great game, why the hell are you making a fuss about a perceived difference in graphics? I'm sure the game will look even better in DX10/11 - but are you honestly going to be paying attention to the pretty effects and shadows and stuff when the sh*t hits the fan.
(Ooh ... look, that little drop of blood that just whizzed past my face had reflections on it!!!)
I think not.
When you're in any FPS, you're there to kill things and sneak around, not check out the scenery. That gets a glance at the beginning of the game ... a wow if it's epic ... and then it's down to business, killing bad-asses and being generally more bad-ass than they are.
It's like the whole 3D fuss that started with Avatar - I thought the movie was utter bland, predictable crap (apparently I'm in the minority here) and my comments were dismissed because I didn't *gasp* watch the movie in 3D. Call me cynical if you like, but I don't think awesome visuals would have made the story any better. Unless maybe the point was to distract you from all the glaring plot-holes.
I'd like to quote Einstein: "A man who can concentrate on driving while kissing a girl is clearly not giving the kiss the attention it deserves." Same principle applies, really.