We can complain all we want about monetization, F2P conversion, or forced 5v5 as “what ruined the game”, but I don’t think any of them match the worst problem of overwatch “2”: hype management.
In the entire OW “1” era (2015-2021) I think I’ve felt a misalignment with the community only twice in particular, and not even the most serious ones:
- the Sombra ARG, which lost interest after it was obvious that the only thing to find out was the release date of Sombra was the blizzcon 2016. This was mainly caused by the unjustified cooldown of the Amoment in Crime clue (for those who don’t know what I’m talking about, find the story on the web, it’s easy to find on YT);
- The Archives event of 2021, when the very concept of “archives” was betrayed by organizing a historical reenactment instead of exploring the lore;
The OW2 era in my opinion was REALLY managed in the worst way. or rather in a misaligned way on everything. some considerations, especially in the way in which the info on the heroes and the world of overwatch were shown: Think about it: ow2 itself, the reveal of sojourn (whose technology was perfectly feasible since the times of ow1), the pve, even the BOOKS… it’s all managed very badly in a disorganized way, sometimes released too early, and sometimes too much late.
the last “disaligned” hype happened yesterday: they had released a clue on social media that maybe we would know something extremely lore based on Maximillien… and in the end it was just a reading of the short story released three months ago and extremely small clues that only those who are passionate about the game can notice. but the average user only gets the fact that it was an advertisement for a shop and that they had nothing better to do than re-highlight a short story that was already online. A good hype is built with a certain coordination, and in this specific case… it could have come out IF along with all this the short story had not been released before, if it had come out instead NOW for the first time. 
here’s the point: whoever is in charge of the marketing / communications department is also ruining Overwatch (but at this point “above all”): it doesn’t take a genius to notice that you can’t do certain things later. I’m not going to sell you the car and then come back to you and say “by the way, I’ll also sell you the steering wheel of the car, are you interested?”. Either you do everything in a coordinated way and done wisely (and Overwatch 1 was definitely better at this. remember all the doomfist gauntlet lore or the venice incident for retribution?)… or you should seriously look at the dictionary to see what a “hype” is.
I will always say it: one thing in which Rivals did 100% better than Overwatch without any kind of dispute? The management of the hype: they did NOT open an early access that lasted almost a year squeezing the monetization to the maximum, but instead they did a midseason to understand the first setting and then start to launch everything in its first real season. no hesitation, everything very coordinated in communications (so far). OW2? hiccups of ideas that arrive sooner or later, “who knows…”