That's because character models are high poly models in games.
You see the benefit much better with low poly models or flat surfaces - for example the terrain with and without Tessellation in HAWX 2.
That's the problem though--nobody looks at the terrain most of the time. When you are in a dogfight, if your focus is on the terrain rather than the enemy, you're doing it wrong. Yes you get moderately prettier backgrounds if you are flying in peaceful territory but that's of limited use outside of taking screenshots. Look at the B:AC link. If your focus is on the brick wall rather than Batgirl's face (or whoever that woman is), you're fapping it wrong.
Part of the problem is that human beings' eyes are very blurry outside of a tiny cone. It takes a supercomputer (your brain) to process the raw signals sent from your eyes and make it acceptably sharp in the middle. As an example, focus on this word on the screen:
WORD
Chances are, at typical viewing distances from your monitor, you can see and read WORD clearly, but your vision rapidly descends into blurriness for anything not in your central cone of vision, so you have a hard time reading text above and below "WORD."
This is the reason why I wish that Eyefinity/NVSurround gave less processing power to the side monitors. I wouldn't mind if the central monitor got 90% of the processing power and the side monitors were blurry, because they are going to look blurry anyway when your vision is focused on the middle screen. Those side monitors there are just for immersion and for seeing MOVEMENT to the sides alerting you to possible important stuff, so that you can TURN YOUR HEAD to look at it. The human eye is tuned for detecting MOVEMENT very well, so well that we can see stuff moving even if it's far from the central cone of vision.
Now, if tessellation makes work easier for devs so they are more productive, I can see why that's a good thing, but in terms of visuals you can simply throw more polygons at the problem and get good results. (Obviously this only works up to a point.)
Don't get me wrong, I fully support tessellation and don't want us to go without it. But AMD's tessellation goes up to what, about 11x before it starts to fall behind NVs? I think 11x tessellation is probably fine. More would be better, if only very marginally so, but we live in a multiplatform world, so I doubt we'll see more than 16x tessellation on console ports unless NV pays the dev to include it. I'd be perfectly fine if we had up to 16x tessellation on all games from here on out. I doubt most people would see enough difference going from 16x to 64x to justify the performance hit, in most cases.
P.S. Lower on the page, NVIDIA folks brag about PhysX in the bank vault etc. but as gamers have discovered, turning PhysX on can decrease your enjoyment of the actual fights in games where PhysX is tossing lots of particles in the air and making it harder to see and fight as well as hurting framerates.