Both the eyecandy and the sandbox/rp aspect are what keep me playing, despite the lack of tactical challenge. The turn based aspect is much more involved than MTW 2, and there's more non-combat action going on.
Also, while the AI is pretty bad, if you play as say, France, and actually go after your objectives, you are guaranteed conflict as the entire world goes to war with you and you can't afford to simply steamroll your opponents one by one.
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