AAA PC games of multiplatform games benefit from better resolution, higher performance and sometimes even additional high quality texture packs. Add to that the freedom and versatility of the platform, using the peripheral you want, mods and more there is really no need to "entice" people to buy a PC just because some games look slightly prettier. That's not even mentioning the proprietary graphics technologies that can be used in games, like proper RT, AA and additional physics.
Even the prettiest and well optimized game on console will be massively hurt by garbage performance and the extreme restrictiveness of the platform it's on. The latter two are the main reason to prefer to play games on PC.
To a degree I guess, because there are also crappy ports, powerwise, for example XBX1 is holding on surprisingly good. Sony's AAA games are top notch graphically, despite the PS4 being old thrashy HW. The Last of Us Part 2 will be a new step in technology of gaming, everybody understand this.
Ray Tracing is supported just by a few games, so its not a factor so far. As always, new tech become a thing when consoles adhere to it.
Platfrom restrictivess? Steam is not any better for devs/customer than console manufacters ( this is a huge letdown if we compare how it was in the past ), we have things that are limited to only one producer, biased optimalisation than favors unfairly, mostly the more expensive GPUS and the list go on.
Star Citizen has a lot of trouble, perhaps next gens will arrive earlier.
The only good things that happens for PC as a gaming platform is the huge batch of console games, thanks to AMD unificiation, and MS is one of the biggest publisher on the market now. The rest is the silence.