I was going to say, that thread title's a bit before its time!
It does look great – the latest, detailed trailer is gorgeous but the bizarre thing is they've pasted over a really weird voiceover from a guy who sounds like he's doing a trailer for the next Disney movie. He's got this warm, friendly voice which doesn't suit a survival horror game trailer at all...
Also, I hate to say it but one major vibe I get from Alan Wake, though I have no doubt it will be a very good game, is that it has that kind of plastic-faced human design which will be laughed at in years to come.