Whilst I don’t really buy food/media comparisons generally (media/media is bad enough if the media are sufficiently different), I would point out that MaccyDs actually isn’t generic. You don’t get a generic burger and generic chips at McDonald’s, you get the peculiar McDonald’s version of them. The burger is smaller, faker, weirder-tasting and they go real heavy on the pickle (unless you tell them not to). The chips are downright peculiar. Similarly other things they sell. None of them are generic - they’re specific. Weird, gross? Maybe. But specific, and people go there because they know exactly what they’ll get. Precisely and exactly. And it’s not some rando generic burger, it’s a weird-ass McDonald’s burger.
With media there’s certainly good evidence “and the kitchen sink!” sells, but less evidence that generic does. PlayerUnknown’s Battlegrounds is about as generic as it comes. With visuals that make it hard for a non-expert to distinguish it from a dozen other shooters, as people generically shoot each other in nondescript buildings in nondescript parts of the world with generic real-world guns. And Fortnite, despite giving it a big headstart, has utterly stomped it. Fortnite is totally peculiar. Not only is it visually pretty distinctive (it belongs a family of visual styles relating to Disney, Pixar and comic-books, but it’s not generic), but the setting is extremely peculiar, and the way they hype it and do seasons, is to make it more peculiar and specific - because people get obsessed with the minutiae and micro-knowledge and stuff. On top of that it has utterly peculiar gameplay, what all the building, weird-ass weapons and so on.
Warcraft is another example. It completely steamrollered various much more aggressively “generic” fantasy games (even when they arguably had better gameplay for a time, like Rift) and I really feel like a decent part of that was down to a lot of peculiar decisions (not all of which I agree with). And it’s notable that the two strongest survivors in the MMO arena after it, GW2 and FFXIV are two of the least-generic-looking MMORPGs out there and play somewhat less generically too (admittedly ESO, which looks pretty generic and plays very dull does okay and allows for a counter-argument!).
I’m not saying specificity is an auto-win or whatever, but I just don’t think generic games have typically done all that well. I guess it doesn’t really matter to CIG. They’re not really aiming to sell the game to new people. They’re trying to show people who have already spent dozens, hundreds or thousands of dollars on a largely non-existent product that they should keep spending. It’s the captive audience they’re really talking to hear. If a few dupes also sign up to become part of that audience, great, but I don’t think that’s the main goal. They don’t need specificity or style or the like, which is what you use to grab a new audience, they just need to look like money has been spent.