I think a big problem (at least for those like me who've been following Versus since 2006) is that they (whether S-E as whole, the XV team, its marketing/PR teams...) don't know what's expected from them: they're delusional in a way, they should have know their perfomance this GC would be very criticized by people (mainly fans, obviously). They should have seen this coming tbh.
My other main criticism of this 11-month campaign also refers to Tabata... lying? Well, forget that, I don't think he was lying, but he was constantly sending misdirections: they really, REALLY, should have clarified everything during 2014's TGS instead of letting this shit drag out for a year. First it was the combat system (saying that the rest was faithful to Versus' vision), then the character switching thing
, then the Luna thing as well as basically the whole beginning of the game, now this... Although this is an overreaction on my part due to my "attachement" to this game, I know that much.
But still, I mean: the awkard, lack-luster trailer, the pointless ATR, the answerless questions (what the fuck, at least pick some questions you can provide actual answers for!), the Regis' redesign (merely talking for myself: I doubt many care), the airship stuff (it's a bit worrying that they're still considering it)...
I don't know how the hell they didn't see the "backlash" coming.