I don't care about the promotions but I agree with the fact that Big Hit promotional strategies have been really really confusing.
Tbh I never felt they did anything different from other k-pop companies other than getting all the opportunities that came their way (most of them because of ARMYs).
BTS success is all down to BTS, their music & their relationship with ARMYs.
I completely agree with what you said.
I think they often want to experiment, maybe because they know that Armys will pull their weight and do everything they can to help the boys.
It doesn't always work as we have seen but sometimes they don't always seem to care.