It could be argued that Saw's vertical lift and 100-degree drop, which (if I recall correctly) was heavily featured in the ride's adverts, was its imposing feature that made it look scarier and "bigger" than it actually was, and was likely one of the reasons for its attention. Meanwhile, The Swarm's adverts centred around the ride's theme and contains many fleeting shots of the ride, but weren't quite as "BAM, look how big and scary this is". So marketing definitely has a factor in it, but it remains true in my opinion that Merlin tend to be most successful when marketing its rides around a feature of the ride, as is the case with the Secret Weapon series.
In terms of Project 2020, this could mean anything, depending on the model, but if it's going to stand out and "market itself" as Thrope Park are claiming they want it to (for the record, I'm not taking anything they say as remotely factual; all of this speculation should be assumed to be preceded with "if this does turn out to be true ..."), height seems a fairly likely possibility, especially as the teaser seems to suggest an airtime-heavy layout.
Rides on Dragon's Fury since SRQ installed:
2016: 17 | 2017: 35