I played one demo game and pre-ordered based on that. Gameplay is (of course) similar to Memoir '44, but since most units have no ranged weapons, there is more maneuvering before combat. If I knew C&C:A, I would probably compare it to that instead of Memoir.
Some impressions, in no particular order:
1. Components: gorgeous, but you knew that. My only complaint would be that there is a lot of text on some of the cards. But since there aren't so many different actions, you won't have to actually read them after a few plays.
Note that many of the action cards activate a variable number of units equal to your command value, although there are also the usual 1-3 units in a given flank, general advance, pincer move, etc. you might know from Memoir.
2. Scenario: the demo scenario had infantry with bows (all green), infantry with short swords (al colors), and knights (blue and red), but no fantasy creatures. The war council consisted of a single level 1 wizard. Even with that mix, there is some interesting strategizing, as you try to move your units into optimal striking distance without giving your opponent a chance to attack with great numbers. Ranged combat seemed somewhat weak, but green archers only have two dice and score no bonus hits, so that was to be expected.
3. Magic system: the magic system seemed a little weak, too. You get lore tokens more quickly than I expected (every time you roll a lore result on a combat die and it's not used for something else), but even the expensive spells have a good chance to fizzle. However, their effect usually depends on the wizard's level, so I suppose they can be more impressive with a better war council. One example:
IIRC, the fireball spell costs 10 lore (the most expensive I saw) and deals 1 die plus 1 die per level of damage to one enemy unit of your choice. Hits are scored for helmet symbols only, but a lore result eliminates the enemy. Doesn't sound too bad, but the one time I tried it, I got no effect.
Other spell effects I can recall: teleport 1 unit (friend or foe), switch two units, attack with a bonus to ranged combat, attack with a melee bonus, gain more lore (than you spent), attack one unit and all adjacent enemies (if the initial attack hits), reduce a unit's attack dice to a max of 2, reduce a unit's move.
Some spells are played together with your action card, some are played as responses to your opponent's actions. You are limited to one lore card per turn (not sure if "interrupts" count). Since your wizard isn't actually "on" the battlefield, most can be played on any target you like.
4. Tactical Depth: Hard to say, from one play. Positioning is more important than in Memoir, where it is usually sufficient to occupy the right terrain. Since a unit becomes bold and can battle back if it has at least two adjacent friendly units, you have to maintain formation.
Overall, you have to take a few more things into acount than in Memoir, although you shouldn't be intimidated by the 80 page rulebook: there are lots of examples and pictures. The cue cards are also neat if you know the general rules and need to look up only single detail.
5. Luck factor: relatively high, as your ability to accomplish anything depends on the action cards and lore cards you get*. But I don't mind that in such a short game. Also, knowing how to use your cards for maximum effect is certainly necessary. I actually like the card mechanic in these kind of games since it cuts down on the number of options you have to choose from each turn without reducing the overall flexibility of the game.
That's all I can think of right now. If you have any specific questions, I'll be glad to answer. Just keep in mind I didn't read the rule book and may have gotten something wrong.
* I have to say that of course, since I lost - and my opponent was completely new to this kind of game. But hey, I got hardly any actions for the center