tbh I think that the series has been a billboard/advertisement since Melee really. It's certainly more unsubtle about it in the most recent 2 entries though.
I'd argue it's been so since the very start. Not just with the character designs favoring what's current at the time (very visible with Mario and Link), but also since both the
Japanese and
American ad campaigns promised "star studded slamfest!" as the main draw.
As for what to critique, I've got something that does not get mentioned often:
The Tips menu feels moreso like a complete afterthought, and it's to the overall detriment of the whole thing. Especially since there are over 2000 of these blurbs (1537 of which are just on the characters) - which implies that the dev team went through at least some effort to write and translate these things in Ultimate's 11 languages. This is a multifaceted problem, so I'mma go through them:
1. How the Tips are structured. The tips are mainly seen through A) A loading screen, which shows one tip at a time - and it's not going to be visible for long - or B) in the Vault, where (TBF) Tips is clearly visible sandwiched between the Replays and Shop. Small icon, but whatever. Or C) The right dashboard's help section, where character-specific videos exist (TIL about that, which says a lot!)... on the basic stuff as well as two / three moves per character. Now the Vault placement makes sense (and the tips are sorted, which is an improvement over Smash 4) but there are some caveats...
Mainly, the Tips system is not really visible - it's scattered all over the place. Now I don't want to force a tutorial, but Sakurai / Nintendo could absolutely make more of an effort to highlight it.
Especially when the tips are scattered over two entirely different menus and another method is via an Easter Egg one has to trigger / intentionally look for. And the Tips / Help sections are disconnected from Training Mode too.
Most of the Tips themselves are rather basic - which is perfectly fine. There are some that include little-known knowledge (which is really neat to see). But there are also some that haven't been updated alongside the patches, so overall their execution is a mixed bag. Still, can't complain too much when we're talking 2000+ blurbs. That's not a small project.
To Sakurai's credit, the fact that he and the dev team went through and filmed 100+ videos showing off moves and interactions alongside the 2000+ blurbs is good, lets not minimize that. But I definetely think more people would look for these videos and blurbs if they not only were more visible, but also had instant access to the Training Mode. One way to solve this issue is to include a specific Training and Tips menu from the main menu; another would be to say have a "Practice this tip" button in the Tips / Help menus that takes you to Training Mode directly (as well as a "Practice a tip" button in Training Mode itself.
And yes, Training Mode could use a major expansion to accomondate this.
Currently, one can't set the Training Mode CPU to shield without first installing mods. So if one doesn't have a second person around (or one is not comfortable controlling two characters oneself)... whelp.
Oh and on Palu's Guidance: they're fun Easter Eggs, but I def. think that if one has activated a Guidance it should be replayable in the menu. They're fun conversations, and having them more readily accessed in say Sound Test would help since one wouldn't have to re-activate it to hear it again. Ah well, there's always Youtube.
2. The tips system does not include counter-strategies. This I argue is important since there'll always be people who decide to play in certain ways (such as spamming projectiles or whatnot). And if people go online only to met with say a Samus spamming projectiles... well those people aren't exactly going to be encouraged to play online further.
This is not exclusive to Smash, mind - players that decide to play "lame" strategies are inevitably going to exist in any multiplayer game. Letting people train counter-strategies is also difficult since problematic strategies are not always clear-cut. Still, it wouldn't be impossible to implement a CPU behavior that favors projectiles in Training Mode: so people can train vs. something that at least approximates this specific strategy. Or a CPU that favors Out of Shield counterattacks as another example.
FTR, while I'm not someone who's that bothered by how projectiles work in Ultimate, it's still a major issue: projectile counterplay is partly knowledge, partly mind-games with the projectile-using opponent. While that is inevitably YMMV territory, Smash's projectiles are typically not interesting nor is there a lot of interesting counterplay. The practical inability to practice against that does not help.
3. A more minor suggestion, but organizing the lore / character trivia and gameplay trivia into their own categories would go a long way to satisfy both people looking to learn about characters' origins and what not and people looking to improve on their gameplay without having to go through whole lists of the other.
PKBeats went through the Tips recently in 3 separate videos, and it's a good watch. His overall conclusion that he was "Whelmed" is pretty apt. He did not go over the dashboard's "Help" section, FTR.
All in all, they have already the building blocks in place - but for the next Smash game I'd like to see those blocks put to better use, and construct something out of it.