I'm not currently in a position to know what's going on with Overwatch 2. I heard that people are mad; unfortunately there are a few different things they might be mad at. Plus, everyone is mad all the time. I even read that some people were confused about how much the game would cost, when it's… I mean, it's free. It's a freemium thing. It was already being monetized like a freemium game, a fact you can verify with any friend who tried to collect all of an event's skins, and now they've simply closed the loop.
It's also possible they are mad because they can't actually play it. Gabriel probably managed this state of affairs in the optimal way, by tuning his understanding of Kill Team rules and also drawing a lot in the queue, but nothing works on launch day anymore. A good show of faith by them here would be if they gave everybody their zero dollars back.
I don't think you can launch Overwatch 2 as a traditional product. Or, maybe you could - but they don't think so. They look out into the world and practically everyone they need to kill and eat in order to survive is free. Free to start, or whatever they're calling it now. You and I both know how free capital F "Free" is. And they see those brand deals - for skins, for characters, for anything really - and who could blame them for wanting it, the security and the cache of it. I certainly don't. But it doesn't seem incredibly Overwatch.