I think it has the potential to do better. Maybe they're not appealing to a new market, but lessening the curve a bit, make the game more welcoming/rewarding for new players.
I think that instead of trying to attract people that would normally not buy a sub-game, they're trying to make sure any potential player sticks around long enough to get a good impression.
A minimalistic interface, for example, is easier to understand. A mini-map at the scope keeps you from getting rammed by a DD while focussing on an attack. All the lines and cones on it make sure that a player understands why he was detected/spotted(or why he wasn't). etc
I'm sure all of these "welcoming" features can be turned off: we could turn off map-contacts in SH3/4, makes sense we can disable a mini-map this time around, or at least make it useless.