From what I have heard before its more like google encourages “innovation” for promotions. This leads to a lot of people creating half baked ideas in order to get noticed for a promotion. Then after they are promoted and leave the team no one cares enough to keep it going and they just quit after it gets too hard.
I actually think this is a great way to do it. Announcer packs and fatalities dont have a gameplay impact but a whole character does. This just means its easier for players to get the character. It would be best if the character was free but this is not a perfect world.