I got it on sale, and got my money's worth. I've had some great battles in it, and found at times the infantry tactics for example when ordering an assault to be quite believable. The AI is no worse than BF AI. Both games can offer up some howlers and yet some really good AI.
The graphics are fantastic. The UI not so good, but then I got used to it just as I got used to the CM UI.
It is not, however, a good "what if" game. You have no where near as much control over what kind of battle or terrain you will fight. Then again it does have a simple operational layer which gives a meaning to the battles you fight. All up given I've spent a pittance on it compared to BFC games, it's a nice diversion. Some of the graphics - dust, flames, mud, tank crews animations etc have been breathtaking and worth the small amount of money.
It's not a threat to BF, and I don't see it as an exclusive thing - we can enjoy the offerings of both companies. To be able to take the best of each and meld them into one superlative game would be a wonderful thing. But a fantasy.