I agree with you and that is why Matthew Hooper denied it.
The first batch of screenshots appear to depict a "hell of earth" scenario with a portal opening up above a metropolitan city. The shots are likely from an opening sequence telling the story that transpired just before the player assumes the role of the protagonist.
As second batch of 170 images depicting character models and props that will presumably be used in the game. The previously leaked screens were also included in this larger batch, with one image actually naming New York City. Another image render showed an uncanny "nest" crammed into ceiling corners that could very well produce some nasty-looking creatures. Other images show the ground splitting wide open, revealing a fiery, hellish death underneath.
It's still possible we're seeing a Rage expansion pack
due to certain similarities, but there's good indication these are all from Doom 4. Either way, it's awesome to see these little hints of id Software's next game prior to anything official... it's like peeking through the keyhole.
So wait and watch