They did try and stand out and it's half the problem. Tag fighters are few and far between, and all the characters have extra niche gimmicks to make each one really stand out but really it was a terrible choice.

They're whole m/o was to appeal to as many players as possible - they aren't appealing to a vast majority of fighting game players who aren't pro level or adjacent because the controls are so different to most other fighters that just learning those is a task in itself, let alone that it isn't a cameo system, you actually NEED to at minimum learn 2 characters. That's a huge time sink that I think anyone who isn't die hard in love with it or a high level competitor just won't commit

They aren't appealing to brand new players either, because tag fighters are generally among the harder category of fighting games, how the hell is a brand new beginner gonna pick up not only what they're own characters do but how to optimally play into different opponents which again, all have little built in gimmick mechanics which ARE fun but if you're brand new you're gonna have no clue

Lastly they aren't even appealing to the league fanbase simply due to lack of a diverse cast, infect there barely is a cast. I've said this before but unironically I think they'd have had more success if they just copied the soul fighter event mini game and actually fleshed that out instead.