What they're missing is that they're not using the tools they've been given - partially because not enough emphasis has been put on the importance of these tools. Basically, they're treating the battles like a regular RTS game, flying in the air, creating troops and directing them around, but not doing anything to support their army. What they SHOULD be doing - which people generally find out after repeatedly failing when playing the 'traditional RTS' way - is using combat, Double Team attacks and solos to their full effect. Like I said earlier, you play as what amounts to your army's most powerful unit, so if you keep that unit out of battle, you're just going to lose.
As to what makes the game worth getting, it's a completely different take on the idea of an RTS than is usually seen, and one that works perfectly on consoles to boot. Its strategy lies not in micromanagement, but in knowing where to direct your attention, and what attacks and buffs to use. It's just generally a really unique game, and if you're an RTS fan it's worth having a look at how the genre can be taken in different directions, and still have just as much strategy. And apart from anything else, it's damn fun!