Out of all the complaints I've seen I can't believe nobody brought this up yet. It's Alvar that has the icon the size of a fist over his head. You can see it on part 2 of the Tokyo footage at 1:15 into the video.
I hope I can turn it off, otherwise I'll mod it out of the game, but really? Such a great looking game but there is no need to double hand hold the player to the quest target with an ugly cartoon graphic icon visible from a 200 yards away. Sorry to complain, this and locational damage are my only gripes, I stick up for the game constantly, but this really annoyed me when I saw it because it makes the game world itself look cartoonish.