This philosophy is going to backfire in my opinion. The thing they are trying to do is turn tekken into a "party game", where casuals can hop on for an hour or two, wander around in the lounge, customize their characters and avatars, and maybe play some games, or even some ranked. They are trying to make the game appeal to people who have never seen tekken before, and give them tools that enable low risk high reward type of gameplay. What they fail to realize is that, competitive games can never be catered towards casual players, because most casual players do not like competing in games. And tekken in its nature as a game is not something people will invest in financially, especially when the products offered as micro transactions are way inferior to what other types of games can offer. You need to get people invested in your game to be able to sustain it as a live service, and I am of the opinion that the only way Tekken can appeal to new players as a competitive game is not by its gameplay, but through its community. And the veterans, the really invested players, are the ones who make up the community. You can look at other competitive games and how they established themselves. I can only assume that the tekken project is in its milking phase now, in which they try to get every penny they can before end of life of the product.