I think part of 3rd Edition’s problems was that, with relative certainty, I don’t think anyone actually cared about Kragnos even a fraction as much as Nagash, who headlined the prior edition. He’s a fairly nothing character with no development, doesn’t offer even fractionally the same raw strength of personality that Nagash has, and his end goals are largely ill-defined and he doesn’t have any real plans on how to achieve them, something that Gordrakk, Skagrott, and Brodd had far fewer issues with.
Basically, Kragnos shouldn’t have headlined- One of the others should have.