It doesn't look strategic, or play like OT, or look like a tactics game. It looks more like a certain generally-disliked game genre that you would not see on Steam in the main. The graphics are great -- I think so, at least -- so it's not that. It's just how we have to present the information. In some ways its similar to how OT presents the info, but it's even more similar to how a more recent (much maligned) genre does.
In other words, this game doesn't look like any of the genres that it actually is. And yeah that's kind of the problem, but that can't be changed (it wasn't my idea in the first place, but even if it had been I think the current way of doing it brilliant and the right way to go).
I'm probably killing enthusiasm for the game here, with all these admonishments. I'm just saying it's a really unusual blend (isn't it always?) and people who are uninformed will jump to wrong conclusions without a nudge. That's really the TLDR.
Tidalis didn't even get 30 seconds to make its case, because people would see the first screenshot and think "oh match 3" and click away. Who wants that, right? I think the same will be true here if we're not careful.