It's def subjective, but the cosmetics (banner+locker) don't interest me so much. It's fun to have, sure, but I hoped to have a new mode. I didn't play the cards game yet so I will have to check that out.That I can understand to a degree, but there is still plenty new here. From locker and banner customization (which *is* pretty big and people do spend hours doing this sort of content - just look at Black Ops with its icon system). Table Turf War is a completely brand new mode that offers its own MP, strategy, and presumably constantly updated cards with the seasons system), triple turf war battles also offer a new way to play the most popular mode with its own strategies.
Couple this with the changes to the story mode, new weapons, new gear, catalog system - there is plenty new here - just as much that was new in Splatoon 2.
I was 100% on board the tri-color mode (which I hope they will turn into a ranked in some capacity), but now that I am team green (I choose by color, not by what it is), I can't even ask to go into that mode. Really really disappointing. I loved the chaos on the demo splatfest.
Again, it feels very much like 2. And I see the subtle addition (throwing the egg in SR is a game changer), but they are still subtle.