Second, again... The MB fanbase is a little larger than the hardcore players. With another game from the same makers, you have to assume that they are some expectations with the release. Being somewhat "VN-like" would be one thing that MB had from way back.
You are correct, but overlooking one thing. A great majority of the MB fanbase = Type Moon fans. In fact, the main reason MB did a lot to gain ground as it did, was relying on Type Moon and its fans to help spread the word about what was a great game that served as a (almost) continuation to the Tsukihime storyline and seeing more of their favorite characters.
You know how BlazBlue struggled a bit at its outset (and still does, to some degree), because it's "NOT Guilty Gear"? I can't help but think it will likely be even harder for FB's new product, because in this case, there's no Type Moon branding. Visual Novel aspects in the mix for UNIB or not, it likely won't be compelling enough for those who just want more TM familiarity.
When FB decided to strike out on their own, they were also willing to give up that security blanket that came from having that TM license and die-hard fanbase. Admirable, in a number of respects, but it also means that they effectively have to start from scratch. In fact, a lot of what I've seen thus far showcases that the main ones hyped for this game are the ones who love MB because of it being a fun fighting game and less because of its connection to the "Nasuverse" or whatever. It probably is telling that FB markets UNIB the most at events where those types of people (re: tournament players) stand to be in attendance, in my opinion. Because if they can't sell the game to those players, who else do they have left?