Yeah, I'm just not seeing this "aimed at a western market" thing. The character design and theme is clearly created from a Japanese view of what is popular. The "group of cool and attractive guys who have very different personalities" thing is freaking everywhere over there (yuri is still better, though, Wright). That could not be more Japanese if they tried.
The game-play looks like an evolution of the Japanese action-RPG which I first played back on the PS1 with Star Ocean and which has become more and more popular in Japan over the last decade, especially since Monster Hunter blew up. I don't really get the idea that the west has some kind of lock on open-world design, either, as large maps are something that came from Japan in the first place, even if the technology or resources to truly expand on it were lacking. It's just a natural evolution.
In fact, what kind of puts me off about this game is the impression that they took a bunch of elements that are popular in Japan and molded the game around them. I'd rather see Final Fantasy stand on it's own and forge its own identity.
Edit: Not buying the "it's all FFXIII's fault" idea, either. Final Fantasy games have always been separate things. If people liked the looks of this game, they'd buy it.