This article seems misleading. It uses the loaded Western term “selfie” to generate these images of different cultures smiling. If you use the term “group photo” instead, you get much more natural looking results, where certain cultures are smiling and others aren’t.
Pretty massive screw up from the marketing team involved. To try and sell a hero shooter for $40 upfront from an unknown dev studio in a crowded market of free-to-play hero shooters is pretty risky. Even Overwatch 2 saw the writing on the wall and went F2P.