So if the game isn't about Shepard, who is it about? Andrea Rene of The Escapist snapped some offscreen pics of a customizable hero labeled "your hero," as well as a picture of a new version of the Mako landrover from the original Mass Effect. Interestingly, this Mako was referred to as "your Mako."
Does the "your" imply customization options? Are we playing as ourselves? Unfortunately, such questions won't be answered for awhile, if ever. Hornshaw reports that the BioWare panelists caution that the game is years away, and things can change between now and then.