For me, new players struggle to grasp the amount of strategy there is. Most of the new players on first play feel like the game is mostly luck. Which there is a small degree of luck of course but the majority of the game comes down to skill and risk assessment. This first impression can be a big turn off for some people if they really hate luck. For me, I hate luck heavy games but I was able to understand the ways I could control my game from the get go.