After spending some time with it, I actually dig the game. It's basically a super casual MOBA which is I suppose attempting to appeal to the kind of people who would rather play ARAM then Ranked in League. As one of those people, I'm having fun but can completely see why it's a huge turn-off to dedicated MOBA players since it's so dumbed down. I think it's risky because MOBA games are one of the few genres where the more hardcore players gravitate, and I don't think HotS has what it takes to keep their attention much further than living out fantasy battles with their favorite Blizz characters. It also clearly shows Blizz's hand in catering more to a casual fanbase over the past few years where they think watered down design is streamlining.
But like I said, I still have fun with it. It seems like the kind of game you can pick up and play while you're waiting for your pizza or something - not anything people would take too seriously after a while.