The Marketing has been bad. Pretty random if you ask me. The trailer looks good production wise, but the Silver Surfer looks like a joke and it seems to be the dominant topic in discussion which overshadows all else. I wholeheartedly agree with your second point, the character dynamics for what I'd expect from the FF are missing.
It hasn't been great marketing thus for for any of the comic book films to be honest, whether it be this, Superman or Thunderbolts. The difference is Superman has a pretty big name director in Gunn who has a significant social media presence and a cute dog that will bring in an audience Superman normally wouldn't attract. FF and Thunderbolts don't really sustain the conversation online like Supes does, although there is often a near decade old controversy that partly keeps that dialogue alive.
Right now, I'd say Gunn's Superman reboot will be the only one that makes serious cash.