Have you changed settings to full screen, maxed everything high resolution?
Some shaders and shadows in general can be tweaked, but the game looks great.
You don't feel it looks that good, because of leap CoH2 had over CoH1 being significant, when graphics improved a LOT generation to generation and it really is not possible to go that far for CoH3 without forcing everyone to get 30xx GPUs to run it, modern graphical improvements are really just higher resolutions and more FPS, textures itself are pretty much at peak.
100% this.
And I get the feeling the people who cry about graphics are playing on the wrong settings or watching the "wrong" CoH3 videos at this point. Whenever I checked out Tightrope and Orangepest, the graphics looked at least as good as in CoH2