You know, this could've been rather good. They could have bothered to listen to the fanbase. The fanbase that said, 'hey, we want DoW3 to take the good parts of both entries, give us DoW1 scale & bases and DoW2 fidelity & engine improvements. Maybe make things a little closer to tabletop or a little more faux-realist.' It wouldn't have even been very hard. Dawn of War 2 was based on Essence Engine 2.0, itself developed from Company of Heroes Essence Engine 1.0; and following DoW2, Company of Heroes 2 was based on EE 3.0. CoH2 made many mistakes, but the engine itself is quite nice and it can be quite enjoyable with mods to jury rig it into something close to CoH1 with an improved engine, and removing the absurd grind for commanders to get units & abilities in favor of doctrines. But apparently this kind of backlash has taught Relic absolutely nothing, and they instead doubled down.
Dawn of War 3 is looking like some kind of bastard RTS-MOBA middle ground of mediocre shit, very pretty to look at, but not what anyone wants. The old fanbase, waiting to sling money at Relic even as they'd inevitably have some grumbling complaint or another, valid or otherwise, is totally turned off now. The earth is scorched and salted on that front. The general RTS market, which isn't dead, but certainly a bit contracted, is going to look sidelong at the game and not give it much of any attention for not resembling its root series, Command & Conquer shenanigans, Supreme Commander liquid economy total warfare, Men of War hard simulism, or really any of the popular formulas they'd be interested in. And the MOBA 'community' will continue to play shit MOBAs and weedle away a bit of cash at a time, whale hard, or pay nothing at all, while having no interest in something that requires their attention on multiple units and no psychotic levels of clickan dickan action.
Consider for a moment an alternative. Relic, listening to its relevant fanbases, decides to go back and have a look at what people liked about each entry. They understand that people liked Dawn of War for being Dawn of War, but tended to roll back the increasingly gamey changes of the expansions to make it more resemblant to the original Dawn of War or else like the tabletop game with 1:1 statlines & resource costs, with the occasional attempt to match the very disparate lore power descriptions. They understand that Dawn of War 2's campaigns were pretty universally loved, but backcapping dickery wasn't really enjoyable. Personally, I found the game a bit stiff overall, too, but that might just be me. Of course, the Army Painter was a winner overall. They understand that CoH1 was generally well liked and that people liked to add other theaters of war or to make things a little more simulistic, and to throw in new models and skins where they could. They understand that people hated CoH2's commander system, or at the very least the loot system, but also that the engine advances are more or less universally good, the only really awful thing about the new engine being the gutted modding tools allowing for no model imports whatsoever.