I think they should've shown more of the upcoming Kruleboyz range to give people a better idea of what that faction is going to look like - more cool models could get people more excited for them. I would guess there's also been a lot of confusion out there as to whether they're getting their own battletome or they're part of a new Orruk Warclans battletome. As a new faction/subfaction they feel a bit vague right now which I don't think helps them sell - hopefully GW will reveal a lot more on the stream this weekend.
Also, while I plan to collect the Kruleboyz, the Hobgrots don't interest me at all - I wonder if many others feel the same way? I'm really hoping for some Kruleboyz cavalry but simultaneously really hoping that they're not more Hobgrots, lol.