The toning down of the sex appeal isn't anything new for the United States. For Japan though it's nice to see the homebase tone it down a notch. Dead or Alive 4 was advertised as "The most beautiful game" when it came out, on ads of the girls in their costumes (non-skimpy costumes though).
However, the United States did treat it even classier. Tecmo had informed me in person that they didn't know of the competitive scene for Dead or Alive in the states. So with the scene in mind they weren't going to go for sex appeal with their marketing, and that was a conscious effort due to hearing from the community.
For proof, you can take a look at the US commercial to see that they pretty much held through with their promise (best I could find):
Compare that to the Dead or Alive 3 commercial (Which arguably is the most competitive version heh):
However, the United States did treat it even classier. Tecmo had informed me in person that they didn't know of the competitive scene for Dead or Alive in the states. So with the scene in mind they weren't going to go for sex appeal with their marketing, and that was a conscious effort due to hearing from the community.
For proof, you can take a look at the US commercial to see that they pretty much held through with their promise (best I could find):
Compare that to the Dead or Alive 3 commercial (Which arguably is the most competitive version heh):