Are you telling saying they should be willing to lose potential millions to make it more wholesome?
Personally, yes, yes, I do. If they cannot include fanservice without compromising the character's wholesomeness, they should forego the fanservice. As I've mentioned previously, it is rather ironic that the company had held itself to a higher standard back when they were making "porn games".
That said, there is no need to lose potential millions or even compromise on the pandering over that - they just need to put some more honest effort into reasoning the design choices and bringing the character's appearance in line with their personality.
As an example, St. Martha. Instead of going with a generic stripperific appearance that so obviously clashes with the image projected by her personality and demeanor, put her into actually modest nun robes initially. Throw in a form-fitting casual outfit or maybe simple work clothes that show off her arms and shoulders for the second and third stage. Then, in the final ascension, show her in the moment after Tarasque's *cough*beatdown*cough* pacification. You know, sitting on top of the dragon, much as she is in her actual final ascension, but make it a knocked out dragon, Martha looking flushed, whether with embarrassment or exertion, a cute stern scowl on her face, and her dress torn and disheveled, showing off more skin that she would normally. There, a fanservice opportunity that does not compromise the character's integrity but instead builds on and reinforces her image.
Out of curiosity, are there any historical/mythological figures that you guys want to see become Heroic Spirits in FGO?
Abe no Seimei, complete with magnificent fox ears, fox tail, and a slightly sadistic, teasing disposition to fit Tamamo's description of him as "black-hearted". I want a male fluffy tale.
Also, Uesugi Kenshin for the next GudaGuda event, and I don't even care whether TM make Kenshin male or female as long as they make him/her interesting.
And since the next singularity seems to be set in medieval Russia, someone from Ukrainian history and folklore, such as Ivan Sirko, would be a pleasant treat. Sure, it won't happen but hey, I can dream, right? Ivan Sirko is hailed as the greatest kharakternyk (basically Cossack sorcerer) of all, and the common depiction of those involves shapeshifting, precognition, luck/fate manipulation, enchanting ammo to hit unfailingly, and brushing flattened bullets off themselves and throwing them back at the shooters. In specifically Sirko's case, even his dead body was said to bring victory to the Cossack host. He was one mean motherfucker all-around. Besides, look at
this face; prime Heroic Spirit material right there (and yes, I know that's not how he actually looked; it's still the most famous depiction of him, and one I'm rather partial to).
but if you are saying that a mobile game that is designed to be PAY TO WAIFU is "bad" in design because of character designs with unrealistic equipment and such....
No, unrealistic equipment and such is expected. But I also expect a character's appearance to be evocative of their personality or at least designated role in the narrative.
In short, people saying that FGO is too fanservicey are basically saying "how dare they pander to the lowest common level and make CRAZY cash".
Because that's really what it comes down to. At least from where I'm seeing here.
There is a good kind of pandering and a lazy kind of pandering; the former can enhance the overall experience but F/GO is mostly guilty of the latter - random and thoughtless low-effort fanservice without regard or respect for the characters. I don't fault the
fact of fanservice; what I am unsatisfied with is the lacklustre
quality of it.
Let's consider Ushiwakamaru. The way she dresses is hand-waved as a result of "tengu upbringing". But that tengu upbringing is rarely, if ever, brought up in regard to anything outside that. I would not mind if the trait was more wholesome, tightly weaved into the character. As is, though, it has too little presence, too little overarching influence to be taken as anything more than a throwaway excuse for the fanservice.