I think BiA is a game which has many great features, but for me it falls down on the overall level design and gameplay.
The core gameplay of BiA games is using cover and flanking with upto 2 squads whilst trying to avoid being flanked by the enemy. It worked reasonably well in the previous two games as it was a fresh approach on WW2 away from the Call of Duty series. It was also quiet tricky to play it as a FPS.
Why I give Hells Highway 3 stars is because whilst it excels in sound, visuals (mostly), atmosphere and cinema experience, the core gameplay is pretty simple and the level design does not improve this. The gameplay has been adapted to be more like a FPS, which imo has it downsides.
The levels feel forced. Each area feels like an arena where the Germans appear one side and you fight across a courtyard, a graveyard, a street, field etc. Within this arena the designers have put a variety of cover objects, i.e bails of hay, walls, barrels, boxes. Some levels are great, but in many I felt that the design was poor and unnatural. The AI is improved but again the Germans run for cover behind a wall and stay there until you take the offensive.
Overall BiA is a very good WW2 FPS experience, but I found the level design to be restrictive and dull/repetitive, esp tank missions. If this does not bother you then it is a great rival to the CoD series.